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Sales & Marketing Case Studies


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  • The adoption of commercial innovations in the former Central and Eastern European markets: The case of internet banking in Estonia
    The authors appear in alphabetical order and have contributed equally to this paper....
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  • YouTube: an opportunity for consumer narrative analysis?
    The author is grateful to Dr Brian Bloch for his comprehensive editing of the manuscript....
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  • Threshold of tolerability: the impact of management changes to recreational fishing in Ningaloo Marine Park
    The Sustainable Tourism Cooperative Research Centre, an Australian Government initiative, funded this research....
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  • Electronic integration in the apparel industry: the Charles Vögele case
    The authors are indebted to Professor Dany Jacobs for his invaluable comments and support....
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  • Communicating to a diverse workforce: Employees' perceptions of symbolic corporate identity elements
    Definitions of corporate identity range from those only including visual design elements (Selame and Selame, 1975) to those including all aspects of the company's self-presentation, including all physical and behavioural aspects that distinguishes one company from another (Abratt, 1989; Balmer, 1993; Marwick and Fill, 1997; ...
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  • Sharing Yalumba: Communicating Yalumba's commitment to sustainable winemaking
    At Yalumba corporate communication is a strategic activity that aims to convey effectively to its stakeholders the corporate philosophy that expresses Yalumba's corporate culture....
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  • Application of data mining techniques in the on-line travel industry: A case study from Thailand
    Data mining techniques like clustering, decision trees, etc. have been widely used for successfully segmenting and targeting customers across various industries. Data mining provides an effective approach to discover and understand patterns in customer behavior thereby helping the decision maker to better group customers. The on-line travel intermediary sector has...
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  • De-internationalisation and global strategy: the case of British Telecommunications (BT)
    An executive summary for managers and executive readers can be found at the end of this article....
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  • Learning mechanisms for designing corporate identity in the banking industry
    Over the past decade, the issue of corporate identity has gained special attention both from various branding factors such as manufacturers, distributors and consumers, as well as from researchers and consultants engaged in the area usually termed “corporate identity management”. Observation of dozens of leading companies around the globe has...
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  • Linking quality improvement with patient satisfaction: a study of a health service centre
    The author wishes to express gratitude to the management of the health service centre for their support in this research, and to both the pre-screening team and the two blind reviewers for the invaluable comments on the drafts of the manuscript....
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  • Selection as a new product development process: the case of Vertical Branding, Inc.
    Vertical Branding, Inc. is a real organization based in California, USA. The author is indebted to several company executives for insight into the company's operations....
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  • Reconceptualising the strategic role of loyalty schemes
    An executive summary for managers and executive readers can be found at the end of this article.… the business benefits of Clubcard are now written through the Tesco business like lettering through a stick of rock (Humby et al., 2003, p. 2)....
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  • Market segmentation using geographic information systems (GIS): A case study of the soft drink industry in Kenya
    It is generally agreed that about 80 per cent of all data in current use, in virtually all fields of human endeavour, contains some spatial element or dimension. Traditional information systems for decision support, commonly referred to as management information systems (MIS), were designed to handle only non-spatial data such...
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  • Does Diageo make your Guinness taste better?
    An executive summary for managers and executive readers can be found at the end of this article....
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  • The COLLOQUY loyalty marketing census: sizing up the US loyalty marketing industry
    Six years ago, COLLOQUY released a white paper, “Loyalty trends for the 21st century”, which predicted profound and rapid change ahead for the U.S. loyalty-marketing industry – change predicated by the rampant ubiquity of loyalty-marketing programs in developed countries. The paper argued that pervasive penetration of reward and recognition techniques...
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  • Understanding the pitfalls in the corporate rebranding process
    The authors would like to acknowledge the comments and advice that they received on earlier versions of this paper from two anonymous reviewers....
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  • The innovation challenge at Durable Surface Corporation
    The author would like to thank Mr Justin Noe for his invaluable assistance in researching the company featured in this case....
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  • Logical brand management in a dynamic context of growth and innovation
    An executive summary for managers and executive readers can be found at the end of this article....
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  • Development of performance-based service strategies for the oil and gas industry: a case study
    The authors are grateful to C-Partner (AGR Emi Team AS), Aker Kværner AS, and the Center for Maintenance and Asset Management (SDV) at the University of Stavanger for sponsoring and supporting this research project. Their appreciation and thankfulness are also extended to all the companies involved in the project for...
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  • Risk assessment as a function of a successful merger: Merrill Lynch-Advest merger
    Proactively identifying and addressing potential risks are a key function of effective public relations practices and increase the probability that a crisis can be avoided or minimized. Risks to an organization are generated through both internal and external channels and can be classified as intentionally or unintentionally produced (...
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  • Supply network initiatives – a means to reorganise the supply base?
    An executive summary for managers and executive readers can be found at the end of this issue....
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  • Net social capital processes
    An executive summary for managers and executive readers can be found at the end of this issue....
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  • Global brand communities across borders: the Warhammer case
    The authors would like to thank Sameer Deshpande at the University of Lethbridge, Canada for his much valued assistance in this paper. His keen intellect, insight and rigorous scholarly dedication greatly enhanced the overall presentation and argument in this paper....
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  • The practical aspects of British companies establishing and developing business in Poland
    Beck & Pollitzer was established in London in 1863 as a transport and warehousing company. Today, BPE is one of Europe's leading providers of outsourced engineering services (i.e. the installation and re-location of machinery, plant and equipment). In simple terms, BPE installs new industrial and commercial machinery and equipment and...
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  • Performance communication of the Belgian Railway
    Hernon (1998) called for research on performance communication in Government Information Quarterly but it is surprising how little research has emerged on the topic since. More recently, Vos (2006) argued for more research on public communication practices in the Journal of Communication Management. This paper presents research on...
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  • The operationalisation of international fashion retailer success
    The authors would like to thank the reviewers for their contribution to the paper....
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  • Huawei Technologies Corporation: from local dominance to global challenge?
    Huawei was established in 1988 in Shenzhen, Guangdong as a private enterprise during the peak of China's economic reforms and technological advancement. The company had a humble beginning, and began by selling imported telephone call switches before manufacturing them. It grew rapidly by focusing on the relatively poor Chinese rural...
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  • Customer community and co-creation: a case study
    The increased complexity, globalization and knowledge-intensity of marketplaces require all businesses to make better use of their technological, organizational and marketing competences in order to survive. Contemporary organizations in highly competitive and highly innovative markets must be able to build market share quickly, by delivering fast, high quality, innovative solutions....
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  • Winning the China vitamin war by building a strong brand
    The outbreak of SARS (Severe Acute Respiratory Syndrome) in 2003 panicked many Chinese people. As an unexpected result, health supplement products suddenly received much more interest than in years before. The health supplement market in China had been shrinking since 2000, and now sales suddenly started to pick up. Multi-vitamin...
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  • Corporate social responsibility: WalMart, Maersk and the cultural bounds of representation in corporate web sites
    Stakeholder theory and CSR address two key questions:how economic and social factors should be considered from a corporate perspective; andwhat is the relationship between economic and social success?When we use Donaldson and Preston's (1995) model of interaction between the corporation and its stakeholders with an emphasis on the...
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  • Towards a multi-dimensional approach to supply management: a comparative case study
    Supply management has received special attention over the past decade. Since the seminal work of Håkansson and Johanson (1993), a number of researchers have focused their efforts on the understanding of supply chain networks (see Ford and McDowell, 1999; Möller and Törrönen, 2000; Hölmen and Pederson,...
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  • The nature of international retail divestment: insights from Ahold
    The authors would like to thank the two reviewers of the IMR for their time, patience and helpful comments which have allowed us to substantially improve this paper....
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  • Agile marketing for the manufacturing-based SME
    As the political and economic fortunes of nations change, so manufacturing organisations must be prepared to face up to market situations that can be very difficult. Increased competition from the Far East coupled with a worldwide slowdown inevitably leads to a squeeze on profits. It is not as if customers...
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  • A reflective approach to uncovering actual identity
    Companies are what they are, not what their executives want them to be perceived as being (McKinsey Quarterly, e-mail newsletter, March 25, 2005)....
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  • The multinational corporation as a multilingual organization: The notion of a common corporate language
    The authors would like to thank Mirjaliisa Charles, Anne Kankaanranta, Leena Louhiala-Salminen, Vesa Peltokorpi and Susanne Tietze for their comments on earlier versions of this manuscript, and Michael Goodman for his editorial guidance. The first author of this paper also wishes to acknowledge the financial support provided by the Foundation...
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  • Managing the risk aspects of the product development process at the Upjohn Company
    W.E. Upjohn, a physician practicing in the city of Kalamazoo, Michigan in the late 1800s, founded the Upjohn Company. The local population included a number of followers of the Seventh Day Adventist faith, whose beliefs discourage meat eating. As a result, there were significant health issues related to iron deficiency...
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  • Strategic marketing planning for a supplier of liquid food packaging products in Cyprus
    A teaching note is available from Dr Vrontis Demetris at: vrontis.d@intercollege.ac.cy...
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  • The globalisation of Chinese brands
    The contraction “RMB” for the Chinese yuan stands for renminbi, translating as “people's currency”. In early March 2006, the conversion rate for the yuan (RMB) was 0.12 to the US dollar (USD), 0.07 to the pound sterling (GBP) and 0.10 to the euro....
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  • Line Logic™ on the bow tie
    An executive summary for managers and executive readers can be found at the end of this article....
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  • ESCRA
    The case is based on a true story. Developments and numbers are authentic. Names and locations were altered by the author for reasons of privacy. Teaching notes from the author are available upon request from wried@esmt.org...
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  • Educating practitioners to value new marketing knowledge: A case study in executive education
    The intent of this paper is to detail several formats for exposing practitioners to marketing knowledge in a manner that teases out the most relevant information, encourages immediate practice of the ideas, and lays a foundation for further acceptance of new marketing knowledge. The setting in which this approach has...
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  • Innovations in new product development at Universal Pipe and Fittings
    Universal Pipe and Fittings represents a real company in the petroleum industry. It has pioneered mind mapping in R&D and new product development. The company's experience may be valuable to marketers concerned with developing new products....
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  • Gildemeister Lathes Ltd
    An executive summary for managers and executive readers can be found at the end of this issue....
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  • Communicating with local publics: a case study of Coca-Cola's Chinese web site
    Global public relations is an important aspect of corporate public relations today. Companies from different countries are conducting business in different regions across the world, and they are therefore communicating with publics from different cultures. As the process of globalization is defined as “the compression of the world and the...
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  • Marketing stakeholder analysis: Branding the Brisbane Goodwill Games
    Within the Goodwill Games organization we are indebted to the co-operation of the Marketing Manager (Mr Philip Whittaker) and the Assistant Marketing Manager (Ms Merrilee Barnes) and other Games staff and other stakeholders....
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  • New product development at Eastern Spice & Flavorings
    The spice industry is a low technology business with very low barriers to entry. In fact, almost any small business can enter and compete. The primary requirements to get product to market are raw materials, containers and a means to fill and label them. The raw materials are agricultural products,...
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  • Idea generation in new product development through business environmental scanning: the case of XCar
    New product development in the automotive industry has become a central factor in achieving a higher competitive position, as diversification is seen as the way to avoid the trap of cars becoming commodities (Branstad et al., 1999; Breitsprecher et al., 2004; West, 2000). To be able to...
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  • When Hershey met Betty: love, lust and co-branding
    An executive summary for managers and executive readers can be found at the end of this article.Of all the metaphysical constructs that have been applied within marketing, the brand is arguably the most metaphysical one. The brand is the ultimate masking device in the hands of managers. Even the more...
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  • Fibre brand promotion and consumer product awareness: case study of Tactel
    Tactel is the brand name for Invista's continuous filament nylon 6.6 yarns for apparel applications and was originally launched in 1983 by ICI as a performance fibre for ski wear. When Tactel was launched in 1983 Nylon, the first synthetic fibre discovered by DuPont over 50 years ago, had been...
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  • Customer relationship management: the case of a European bank
    Over the past two decades, the literature has argued that businesses across all sectors will have to change their approach to marketing, which should now be carried out through relationships, networks, and interactions (Day, 2000; Grönroos, 2000a; Gummesson, 1999; Hunt, 2000; Peck et al., 1999;...
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  • The role of corporate identity in the higher education sector: A case study
    The globalisation of business has finally been embraced by the higher education sector in which education is seen as a service that could be marketed worldwide. Universities and other institutions of higher education have to compete with each other to attract high quality students and academic staff at an international...
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  • Direct selling as the next channel
    Direct selling will be an increasingly important component of the marketing mix for many successful companies. As the marketplace becomes more cluttered with competition and as consumers become more inundated by messages and offers, the direct selling environment will represent the next frontier....
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  • High-tech or high-touch positioning for the regional business market: the case of County Community Bank
    An executive summary for managers and executives can be found at the end of this article....
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  • Customer-to-customer developments in (r)etailing: A case study of betting exchanges in the UK
    Some marketing authors and commentators have used the term “e-tailing” to describe the process of selling goods and services online. Though a shorthand version of the last seven words of the previous sentence is clearly desirable, we prefer to retain the visual connection with “retailing” by removing the hyphen and...
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  • The role of personal networks in the development of industry standards: a case study of 3G mobile telephony
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  • Press and publicity management: the Dyson case
    The nature and quality of an organisation's communications has a major impact on the perception that the public has of the organisation and thus affects the demand for its products or services. According to Van Riel (1995) there are three strands in corporate communication – management, marketing and organisational....
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  • Guest editorial: The IMP Group and international marketing
    I am very grateful to the editor for asking me to produce a special issue of the International Marketing Review, based on new contributions from members of the Industrial Marketing and Purchasing (IMP) Group. Some of the Group's origins were in early work on internationalisation and it has always been...
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  • Equity in corporate co-branding: The case of adidas and the All Blacks
    Corporate identity and corporate branding offer complex challenges for practitioners and scholars (Balmer and Gray, 1999; Balmer, 2001a, p. 246). Within the past decade, research into and appreciation of the strategic importance of corporate identity and corporate brands has developed from a number of disciplines; the most predominant...
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  • The marketing of 3G
    This paper is about marketing the next generation of mobile telephones. These embody the “third generation” of cell phone technology, or, what is usually known simply as “3G” for short. For reasons explained more fully below, the marketing of 3G handsets requires business to confront a number of intriguing problems....
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  • The role of market orientation on company performance through the development of sustainable competitive advantage: the Inditex-Zara case
    This case study is a reflection of this intention to bring the two worlds closer together, and uses the case method as an approach to the business world....
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  • CASES Vodafone and the wireless industry: a case in market expansion and global strategy
    Vodafone Group...
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  • Building an e-business scenario for small business: the IBM SME Gateway project
    Now that the glimmer of the “Dot Coms” has come and gone, it is time to take a realistic look at how the Internet can add value to small business. The “Web” is not a universal solution adapted to all firms in all markets, Internet technologies alone cannot create value...
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  • Crisis management in Belgium: the case of Coca-Cola
    First it was mad cow disease, then it was tainted animal feed. As Belgians were reeling from the crisis over cancer-causing dioxin in animal feed leading to the withdrawal of certain meats, eggs and dairy products from supermarkets, yet another health crisis rocked the nation. The effects were to be...
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  • Retaining telephone banking customers at Frontier Bank
    Ahmad and Buttle (2001) argued that customer retention has the potential to be a potent marketing management goal. Our concern here, however, is to discover how customer retention could benefit banks and in particular those that offer telephone banking services. Dawkins and Reichheld (1990) claim that a 5 per cent...
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  • Retaining business customers through adaptation and bonding: a case study of HDoX
    Customer retention...
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  • New entrants in the financial services sector: the case of Kwik-Fit insurance services
    The deregulation of financial services in the UK during the 1980s led to the breakdown of traditional institutional barriers to competition. Probably the most visible development was bancassurance but a range of other forms of related diversification were in evidence. The competitive landscape continued to change and the 1990s saw...
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  • Case study: Partnering strategies in a bio tech. world: the case of Dairyland Seed Company
    Seed industry...
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  • Issues evaluation: the case of Microsoft
    Issue management has been perceived as valuable corporate activity with a significant impact on the organization since Jones and Chase (1979). The importance of issue management is ever growing since many corporations have struggled with one or more issues that affect their wellbeing....
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  • The Mercedes-Benz A-class crisis
    Over the past decade companies around the world have placed increased importance on crisis management. However, incidents such as the Exxon Valdez disaster, the decommissioning of the Brent Spar oil platform and the German high speed train crash near Hanover have shown that although crisis procedures may be in place,...
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