HBSP (USA)
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Marlboro Friday (A) (Spanish version)
Silk, Alvin J.; Isaacson, BruceCase HBS-506S27MarketingOn April 2, 1993 Philip Morris USA launched an elaborate integrated program of consumer and retail promotions of unspecified duration that effectively slashed the retail price of its flagship brand, Marlboro, by 20% in the U.S. market. This program represented a major shift in strategy designed by Philip Morris to reverse the alarming declines in Marlboro's market share, which had occurred in the face of severe price competition from discount bra...Starting at €8.20
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Back to the Roots
Keenan, Elizabeth A.; John, Leslie K.Case HBS-518073-EMarketingBack to the Roots (BTTR) is a start-up with a social mission to "undo food"-to reconnect people to where their food comes from. In late 2017, Back to the Roots cofounders Nikhil Arora and Alex Velez were contemplating their next move. The company had an eclectic portfolio of products, including ready-to-grow products, which included gardens in a can, and ready-to-eat products, which included cereals, and was being courted by two major players in ...Starting at €8.20
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Kiehl's Since 1851: Pathway to Profitable Growth
Dolan, Robert J.; John, Leslie K.Case HBS-514044-EMarketingStarting at €8.20
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CVS Health: Promoting Drug Adherence
John, Leslie K.; Quelch, John A.; Huckman, Robert S.Case HBS-515010-EMarketingThe case describes a program that CVS Health recently implemented to improve medication adherence, an important problem from societal, public policy, and firm perspectives. A test of the program, costing hundreds of thousands of dollars to implement, increased the proportion of adherent customers by 1.4 percentage points. Students are asked to quantify the system-wide economic benefit of this improvement and draw upon insights from behavioral sci...Starting at €8.20
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Making stickK Stick: The Business of Behavioral Economics, Teaching Note
John, Leslie K.; Norton, Michael I.Teaching Note HBS-515088-EMarketingTeaching note for case 514019.Starting at €0.00
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Commonwealth Bank of Australia: Unbanklike Experimentation, Teaching Note
Buell, Ryan W.; John, Leslie K.Teaching Note HBS-620041-EService and Operations ManagementTeaching note for case 619018.Starting at €0.00
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What's the Value of a Like
John, Leslie K.; Mochon, Daniel; Emrich, Oliver; Schwartz, JanetArticle HBS-R1702H-EMarketingBrands spend billions of dollars a year on lavish efforts to establish and maintain a social media presence. But do those campaigns actually increase revenue? New research provides an answer to this question, which has vexed marketers ever since social media burst upon the scene. In a series of experiments, the researchers tested four increasingly interactive ways in which Facebook might affect customers' behavior. First, they explored whether li...Starting at €8.20
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Mission in Flux: Michigan National Guard in Liberia
Howitt, Arnold M.; Lundberg, KirstenCase HBS-KS1242-EIn summer and fall of 2014, thousands of individuals in Liberia, Sierra Leone, and Guinea contracted the Ebola virus. This outbreak of the deadly disease, which until then had been highly uncommon in West Africa, prompted a major (albeit delayed) public health response on the part of the international community, including an unprecedented commitment made by the United States, which sent almost 3,000 active military soldiers to Liberia. "Mission i...Starting at €8.20
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Mission in Flux: Michigan National Guard in Liberia, Epilogue
Howitt, Arnold M.; Lundberg, KirstenCase HBS-KS1252-EEpilogue to case KS1242. In summer and fall of 2014, thousands of individuals in Liberia, Sierra Leone, and Guinea contracted the Ebola virus. This outbreak of the deadly disease, which until then had been highly uncommon in West Africa, prompted a major (albeit delayed) public health response on the part of the international community, including an unprecedented commitment made by the United States, which sent almost 3,000 active military soldie...Starting at €8.20
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Into Local Streets: Maryland National Guard and the Baltimore Riots
Howitt, Arnold M.; Lundberg, KirstenCase HBS-KS1253-EEconomicsOn April 19, 2015, Freddie Gray, a young African American male, died while in the custody of the Baltimore Police. In response to his death, which occurred less than a year after a similar incident in Ferguson, Missouri, protestors mobilized daily in Baltimore to vocalize their frustrations, including what they saw as law enforcement's long-standing mistreatment of the African American community. Then, on April 27, following Gray's funeral, riots...Starting at €8.20