|
Veja alguns cases de venda direta publicado pela Harvard Business Review. Para poder adquirir esses e outros cases, clique aqui. 1) Avon Products China (A)Lynn Sharp Paine; Jennifer Benqing Gui Product Type: Case (Field) Product#: 9-300-053 Pub. Date: December 22, 1999 Length: 27p When the Chinese central government bans all forms of direct selling in China in April 1998, executives at Avon China must decide how to respond.... Avon Products China (B) 2) Amway Japan Ltd. David J. Arnold; John A. Quelch; Yoshinori Fujikawa; Patrick Reinmoller Product Type: Case (Field) Product#: 9-598-029 Pub. Date: February 23, 1998 Length: 27p In April 1997, the president of Amway Japan (AJL, Tokyo, Japan), pondered how to reverse the first performance decline the company has... 3) Customer Profitability and Lifetime Value Elie Ofek Product Type: Note Product#: 9-503-019 Pub. Date: August 07, 2002 Length: 9p Introduces the central concepts involved in determining customer lifetime value, with detailed analysis and examples from the realm of direct... 4) DoubleClick, Inc.: Gathering Customer Intelligence Scott Schneberger; Ken Mark Product Type: Case (Field) Product#: 901E05 Pub. Date: February 14, 2001 Length: 16p DoubleClick, Inc., with global headquarters in New York City and over 30 offices around the world, was a leading provider of comprehensive... 5) Cofidis Luc Wathieu Product Type: Case (Field) Product#: 9-501-055 Pub. Date: January 22, 2001 Length: 19p An offspring of French catalog marketer 3 Suisses, and a popular sponsor of Tour de France, Cofidis sells consumer credit over the phone, defying... 6) BizRate.com Youngme Moon Product Type: Other Product#: 9-501-024 Pub. Date: October 10, 2000 Length: 22p BizRate is a market research firm that collects point-of-purchase customer feedback data from retailing merchants. It then makes its findings... 7) Freeport Studio Rajiv Lal; James B. Weber Product Type: Other Product#: 9-501-021 Pub. Date: September 05, 2000 Length: 27p Describes the start-up and first year difficulties of Freeport Studio, a unit of L.L. Bean, founded in 1998 to sell women's clothing by catalog.... 8) yesmail.com Luc Wathieu Product Type: Case (Field) Product#: 9-500-092 Pub. Date: March 22, 2000 Length: 15p David Tolmie wants yesmail.com to become a leader in "permission marketing." Yesmail sends clients' promotional email messages to targeted... 9) Alloy.com: Marketing to Generation Y John Deighton; Gil McWilliams Product Type: Case (Field) Product#: 9-500-048 Pub. Date: January 05, 2000 Length: 14p A profitable dot com? Alloy.com retails clothing to teens by catalog. Alloy uses a Web site to convert prospects and build community. The result... 10) Hunter Business Group: TeamTBA Das Narayandas; Elizabeth Caputo Product Type: Case (Field) Product#: 9-500-030 Pub. Date: December 01, 1999 Length: 16p The Hunter Business Group (HBG), a direct marketing consulting firm specializing in reorganizing the sales and marketing efforts of industrial... 11) Interactive Technologies and Relationship Marketing Strategies Youngme Moon Product Type: Note Product#: 9-599-101 Pub. Date: March 27, 1999 Length: 12p Outlines the role of interactive technologies in the development of relationship marketing strategies. 12) St. Clair Interactive Communications Sid L. Huff; David Koltermann Product Type: Case (Field) Product#: 98E002 Pub. Date: November 11, 1998 Length: 27p St. Clair Interactive was in the business of designing, manufacturing, selling, installing, and maintaining multimedia transactional kiosks. Such... 13) Dell Computer: Inspiron Product Development Jacquelyn S. Thomas; Michael Rosenstein Product Type: Case (Field) Product#: M293 Pub. Date: September 01, 1998 Length: 22p Describes the organizational, strategic, and tactical challenges that Dell Computer faces as it develops a new laptop computer that is targeted... 14) Bronner Slosberg Humphrey David E. Bell; Donald M. Leavitt Product Type: Case (Field) Product#: 9-598-136 Pub. Date: March 25, 1998 Length: 22p Bronner Slosberg Humphrey has succeeded by providing integrated direct marketing solutions for major service companies such as AT&T, American... 15) SITEL Corp. Howard H. Stevenson; Martha Gershun Product Type: Case (Field) Product#: 9-898-153 Pub. Date: February 24, 1998 Length: 24p SITEL has grown extremely rapidly and is now operating worldwide with operations in over 30 countries. Since many of its locations serve the same... 16) Frontgate Catalog Jeffrey F. Rayport; Carrie L. Ardito Product Type: Case (Field) Product#: 9-898-080 Pub. Date: January 28, 1998 Length: 36p Frontgate is a high-end, Lebanon, Ohio-based catalog. The decision-makers are trying to determine how much financial and personnel resources to... 17) Charles Veillon, S.A. (A) Lynn Sharp Paine; Howard Firestone Reitz Product Type: Case (Field) Product#: 9-398-011 Pub. Date: September 26, 1997 Length: 31p The top management team at Charles Veillon, a Swiss mail order company, is considering whether to work with a human rights organization to... Charles Veillon, S.A. (B) 18) First Direct (A) Jeffrey F. Rayport; Dickson L. Louie Product Type: Case (Field) Product#: 9-897-079 Pub. Date: February 19, 1997 Length: 30p Describes the operations and strategy of the world's largest, fastest growing branchless bank. Using a person-to-person interface over... First Direct (B) 19) Note on Marketing and the Internet John Deighton; John Barabino; Alison Berkley Product Type: Note Product#: 9-597-037 Pub. Date: December 03, 1996 Length: 16p The World Wide Web is new, a comprehensive marketing environment. It is a medium for direct marketing, for retailing and distribution, for the... 20) Project "Dial-Tone" William A. Sahlman; Andrew Janower Product Type: Case (Field) Product#: 9-897-003 Pub. Date: November 12, 1996 Length: 21p Bob Hellman, a partner in a West Coast middle-market buyout firm, is attempting to simultaneously acquire and merge three disparate firms in the... 21) Edmund's--www.edmunds.com John J. Sviokla Product Type: Case (Field) Product#: 9-397-016 Pub. Date: July 22, 1996 Length: 14p Describes a firm that publishes an automobile price guide in books (600,000 units per year) and over the Internet (16,000 users a day and... Edmund's--www.edmunds.com, Supplement 22) Trans National Group Christopher A. Bartlett; Takia Mahmood Product Type: Case (Field) Product#: 9-397-015 Pub. Date: July 12, 1996 Length: 18p Focuses on the changing role of Steve Belkin as the CEO of Trans National (TN). Starting as a classic entrepreneur, he drives the company through... 23) Dell Computer Corp. Das Narayandas; V. Kasturi Rangan Product Type: Case (Field) Product#: 9-596-058 Pub. Date: October 17, 1995 Length: 23p Traces the evolution of the personal computer industry over the last 20 years and uses this as a backdrop to look at how Dell Computer Corp. grew... 24) Passion for Learning Anita McGahan; Dale O. Coxe; Israel Ganot; Greg Keller Product Type: Case (Field) Product#: 9-796-057 Pub. Date: August 21, 1995 Length: 17p Describes the challenges confronting a recent HBS graduate who has started a direct-mail toy company. The entrepreneur must evaluate industry... 25) Avalon Information Services, Inc. Lynn Sharp Paine; Wilda L. White Product Type: Case (Field) Product#: 9-395-036 Pub. Date: January 10, 1995 Length: 17p The Privacy Review Committee of Avalon Information Services must decide how to deal with concerns voiced by its retail supermarket customers... 26) Note on the Mail Order Industry David E. Bell; Dinny Starr Gordon Product Type: Note Product#: 9-595-014 Pub. Date: July 12, 1994 Length: 15p Serves as a general introduction to catalog and mail-order sales. Identifies trends in the United States and Europe over the past few years... 27) The King-Size Co. David E. Bell; Dinny Starr Gordon Product Type: Case (Field) Product#: 9-595-013 Pub. Date: July 12, 1994 Length: 23p King-Size is a mail-order company specializing in apparel for big and tall men. The case describes their operations in some detail. Issues... 28) Flanders of Springfield Arthur Schleifer Jr. Product Type: Case (Gen Exp) Product#: 9-894-005 Pub. Date: August 04, 1993 Length: 8p Flanders is a catalog merchandiser. Various decisions on catalog distribution policy, ordering and inventory policy, and catalog format design... 29) Harlequin Romances--Poland (A) John A. Quelch; Nathalie Laidler Product Type: Case (Field) Product#: 9-594-017 Pub. Date: July 22, 1993 Length: 26p Harlequin Enterprises, the world's leading publisher of series romances, has been particularly successful in Poland. The case explores some of... Harlequin Romances--Poland (B) 30) MathSoft, Inc. (A): Mathcad Demonstration, Video Mathsoft Product Type: Case Video Product#: 9-593-518 Pub. Date: May 07, 1993 Length: 17 min Presents a demonstration of MathSoft's software product. 31) MathSoft, Inc. (A) V. Kasturi Rangan; Gordon Swartz Product Type: Case (Field) Product#: 9-593-094 Pub. Date: April 30, 1993 Length: 24p MathSoft's VP of sales has doubled the size of the company's direct field sales force to support the launch of a new, high-end workstation... MathSoft, Inc. (B) MathSoft, Inc. (A): Mathcad Demonstration, Video 32) L.L. Bean, Inc.: Item Forecasting and Inventory Management Arthur Schleifer Jr. Product Type: Case (Field) Product#: 9-893-003 Pub. Date: October 27, 1992 Length: 5p L.L. Bean must make stocking decisions on thousands of items sold through its catalogs. In many cases, orders must be placed with vendors twelve... 33) International Airlines Thomas O. Jones Product Type: Case (Gen Exp) Product#: 9-693-045 Pub. Date: September 25, 1992 Length: 15p A frequent flyer for a large international airline encounters typical, but recurring, service problems. The marketing management of the company... 34) Vintage Directions, Inc. Howard H. Stevenson; Laura Pochop Product Type: Case (Field) Product#: 9-393-043 Pub. Date: September 22, 1992 Length: 33p Focuses on the problem of determining whether to continue with a start-up after the first market test. The company has seen product success but... 35) Maison Bouygues John A. Quelch; Greg Conley Product Type: Case (Field) Product#: 9-592-059 Pub. Date: January 06, 1992 Length: 22p The vice president of marketing is reviewing the 1991 marketing plan and budget for Maison Bouygues, the leading builder of new single family... 36) Lotus MarketPlace: Households Lynn Sharp Paine; Lexanne J. Abbott Product Type: Case (Library) Product#: 9-392-026 Pub. Date: October 22, 1991 Length: 23p Managers at Lotus and Equifax must decide what to do about their new jointly developed database and software product Lotus MarketPlace which has... 37) National Demographics & Lifestyles (B) Michael J. Roberts Product Type: Case (Field) Product#: 9-390-006 Pub. Date: July 11, 1989 Length: 21p Picks up where National Demographics & Lifestyles (A) left off, describing the company's financing and very successful performance through... 38) National Demographics & Lifestyles (A) Michael J. Roberts; Ennis J. Walton Product Type: Case (Field) Product#: 9-388-043 Pub. Date: October 02, 1987 Length: 24p Describes National Demographics and Lifestyles (NDL), a Colorado-based company that compiles a database from product "warranty registration... 39) Wright Line, Inc. (B) E. Raymond Corey Product Type: Case (Field) Product#: 9-586-143 Pub. Date: March 03, 1986 Length: 6p After working unsuccessfully for three years with the new sales and distribution channels organization, Wright Line's managers assess their... 40) Wright Line, Inc. (A) E. Raymond Corey; Constance M. Kinnear Product Type: Case (Field) Product#: 9-585-135 Pub. Date: November 14, 1984 Length: 34p The Wright Line division of Barry Wright sells accessories used to store, protect, and provide access to computer media such as cards, tapes, and... 41) Ruth M. Owades Howard H. Stevenson; Richard O. Von Werssowetz; Robert W. Kent Product Type: Case (Field) Product#: 9-383-051 Pub. Date: November 01, 1982 Length: 18p Ruth Owades developed a concept for a new mail order venture offering gardening products. Her current employer turned down the idea, so with... 42) SafeCard Services, Inc. Norman J. Bartczak Product Type: Case (Library) Product#: 9-182-156 Pub. Date: December 15, 1981 Length: 32p SafeCard is a rapidly growing service company engaged in direct mail marketing. Professor Briloff is an outspoken accounting critic and accuses... 43) L.L. Bean, Inc.: Corporate Strategy Hirotaka Takeuchi; Penny Pittman Merliss Product Type: Case (Field) Product#: 9-581-159 Pub. Date: June 01, 1981 Length: 26p L.L. Bean, Inc., a Maine-based manufacturer and mail-order retailer of sporting goods and apparel, has grown from $3 million in sales (1967) to... 44) L.L. Bean, Inc. Frank L. Tucker Product Type: Case (Field) Product#: 9-366-013 Pub. Date: August 20, 1965 Length: 11p Discusses the development and operations of a small manufacturing and mail order company doing $3 million sales. L.L. Bean operates in violation... 45) Akamai Technologies Thomas Eisenmann Product Type: Case (Field) Product#: 9-802-132 Pub. Date: February 11, 2002 Length: 25p As the leading content delivery network, Akamai helps Internet companies deliver web site content to end users with fewer delays and lower costs.... 46) Z Corp. Joseph B. Lassiter III; Matthew C. Lieb Product Type: Case (Field) Product#: 9-801-210 Pub. Date: October 02, 2000 Length: 20p Tom Clay, president of Z Corp. and founder/CEO Marina Hatsopolous must decide between using a direct sales force or using a value-added reseller... 47) Bonny Doon Vineyards Amy J. Hillman; Gerry Keim; Kay Glasgow Product Type: Case (Field) Product#: 900A18 Pub. Date: July 20, 2000 Length: 19p A small, founder-centered business, which is increasingly facing competitive imitation of its core activities, is at a crossroads. Expansion... 48) Hewlett-Packard Imaging Systems Division: Sonos 100 C/F Introduction Frank V. Cespedes; Marie Bell Product Type: Case (Field) Product#: 9-593-080 Pub. Date: February 22, 1993 Length: 19p The marketing manager for the Imaging Systems business unit (ISY) at Hewlett-Packard Medical Products Group is considering channel strategy and... 49) Kanthal (A) Robert S. Kaplan Product Type: Case (Field) Product#: 9-190-002 Pub. Date: July 27, 1989 Length: 13p Multinational company needs an improved cost system to determine the profitability of individual customer orders. Its strategy is to have... Kanthal (B) 50) Electrolux Corp. (A) Frank S. Leonard; Steven C. Wheelwright; Richard L. Brewer Product Type: Case (Field) Product#: 9-687-095 Pub. Date: May 11, 1987 Length: 33p Describes the manufacturing turnaround situation at Electrolux, a designer/manufacturer and direct sales force distributor of vacuum cleaners. A... 51) BOC Group: Ohmeda (A) Rowland T. Moriarty Jr.; Gordon Swartz Product Type: Case (Field) Product#: 9-587-080 Pub. Date: September 25, 1986 Length: 26p The president of Ohmeda, a wholly owned company of the BOC Group, plans to grow the company's medical equipment sales from $95 million in 1985 to... BOC Group: Ohmeda (B)
|