Readings

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Seven articles, written by Prof. John Hauser, are available in full here, and cited below in the reading list.

  1. Note on Mathematical Derivation of Unilateral Incentives (PDF)
  2. Note on Defensive Marketing Strategy (PDF)
  3. Note on Life Cycle Diffusion Models (PDF)
  4. Note on the Voice of the Customer (PDF)
  5. Note on Consumer Behavior (PDF)
  6. Note on Incentives in the Channel of Distribution (PDF)
  7. Note on Product Development (PDF)

Professor Hauser has also included background readings in this list. This reading provides additional insight for those students who desire more information about the topic. In particular, the Bower and Christensen reading provides background for the AIBO case with a technology-strategy perspective on this marketing case. Most of the discussion of the case will be focused on marketing, but many students may wish to explore this material from a technology perspective.


Lec # TOPICS TYPES READINGs
1 Marketing (4P's, 5C's)† and Positioning (Company skills) Theory Dolan, Robert J. "Note on Marketing Strategy." Boston, MA: Harvard Business School, 2000. Case No. 9-598-061.

———. "Perceptual Mapping: A Manager's Guide." Boston, MA: Harvard Business School, 1990. Case No. 9-590-121.

Amazon logo Trout, Jack, and Steve Rivkin. Differentiate or Die: Survival in Our Era of Killer Competition. New York, NY: John Wiley & Sons, 2001. ISBN: 0471028924.
2 Barco Projection Systems: Worldwide Niche Marketing Case Moriarty Jr., Rowland T., and Krista McQuade. "Barco Projection Systems (A): Worldwide Niche Marketing." Boston, MA: Harvard Business School, 2002. Case No. 9-591-133.
3 The Brita Products Company Case Deighton, John. "The Brita Products Co." Boston, MA: Harvard Business School, 2002. Case No. 9-500-024.

Hauser, John R. "Note on Defensive Marketing Strategy." MIT Sloan School of Management. (PDF)

Background Reading

Bower, Joseph L., and Clayton M. Christensen. "Disruptive Technologies: Catching the Wave." Harvard Business Review (January 1995). Reprint No. 95103.
4 Product (Designing for Customers) Theory Hauser, John R. "Note on Product Development." MIT Sloan School of Management. (PDF)

Amazon logo Urban, Glen L., and John R. Hauser. "Integrated Design: Case Examples." Chapter 14 in Design and Marketing Of New Products. Englewood Cliffs, NJ: Prentice Hall, 1993, pp. 385-422. ISBN: 0132012693.

Research-Related Reading

Dahan, Ely, and John R. Hauser. "Mangaging a Dispersed Product Development Process." Handbook of Marketing. Edited by Bart Weitz and Robin Wensley. New York, NY: Sage Publications, 2001.

Urban, Glen L., and John R. Hauser. "'Listening In' to Find and Explore New Combinations of Customer Needs." Journal of Marketing 68, no. 2 (April 2004): 72-87.
5 Southwest Airlines, 1993* Case Heskett, James L., and Roger Hallowell. "Southwest Airlines--1993 (A)." Boston, MA: Harvard Business School, 1997. Case No. 9-694-023.
6 Calyx and Corolla Case Salmon, Walter J., and David Wylie. "Calyx and Corolla." Boston, MA: Harvard Business School, 1995. Case No. 9-592-035.

Ofek, Elie. "Customer Profitability and Lifetime Value." Boston, MA: Harvard Business School, 2002. Case No. 9-503-019.
7 Customers (Behavior, Research) Theory Hauser, John R. "Note on the Voice of the Customer." MIT Sloan School of Management. (PDF)

———. "Note on Issues of Consumer Behavior." MIT Sloan School of Management. (PDF)

Simonson, Itamar. "Get Closer to Your Customers by Understanding How They Make Choices." California Management Review (Summer 1993): 68-84.

Research-Related Readings

Dahan, Ely, and John R. Hauser. "The Virtual Customer." Journal of Product Innovation Management 19, no. 5 (September 2001): 332-54.

Hauser, John R., and Vithala R. Rao. "Conjoint Analysis, Related Modeling, and Applications." In Advances in Marketing Research: Progress and Prospects [A tribute to Paul Green's Contributions to Marketing Research Methodology], 23 September 2002.

Toubia, Olivier, John R. Hauser, and Duncan I Simester. "Polyhedral Methods for Adaptive Choice-Based Conjoint Analysis." Journal of Marketing Research XLI, no. 1 (February 2004).

8 Snapple* Case Deighton, John. "Snapple." Boston, MA: Harvard Business School, 2002. Case No. 9-599-126.

Keller, Kevin L., Brian Sternthal, and Alice Tybout. "Three Questions You Need to Ask About Your Brand." Harvard Business Review (September 2002). Reprint No. R0209F.
9 Sony Aibo: The World's First Entertainment Robot Case Moon, Youngme. "Sony Aibo: The World's first Entertainment Robot." Boston, MA: Harvard Business School, 2002. Case No. 9-503-095.

Bower, Joseph L., and Clayton M. Christensen. "Disruptive Technologies: Catching the Wave." Harvard Business Review (January 1995). Reprint No. 95103. (Optional)

Hauser, John R. "Note on Life Cycle Diffusuion Models." MIT Sloan School of Management. (PDF)
10 Advertising (Promotion) Theory Amazon logo Kotler, Philip. "Managing Integrated Marketing Communications." In Marketing Management. 11th ed. Englewood Cliffs, NJ: Prentice-Hall, 2002. ISBN: 0130336297.

Amazon logo Ogilvy, David. "How to Produce Advertising that Sells" and "18 Miracles of Research." Chapters 2 and 15 in Ogilvy on Advertising. New York, NY: Random House Vintage Books, 1983, pp. 9-30 and 158-166. ISBN: 039472903X.

Keller, Kevin L., Brian Sternthal, and Alice Tybout. "Three Questions You Need to Ask About Your Brand." Harvard Business Review (September 2002). Reprint No. R0209F.
11 Swatch* Case Pinson, Christian, and Helen Chase Kimball. "Swatch." Cedex, France: INSEAD-CEDEP, 1987.
12 BMW Films Case Moon, Youngme, and Kerry Herman. "BMW Films." Boston, MA: Harvard Business School, 2002. Case No. 9-502-046.

Backgroung Reading

Dye, Renee. "The Buzz on Buzz." Harvard Business Review (November 2000). Reprint No. R00606.
13 Pricing (Customers, Competition) Theory Dolan, Robert J. "How Do You Know When the Price Is Right?" Harvard Business Review (September 1995). Reprint No. 95501.

Thaler, Richard. "Mental Accounting and Consumer Choice." Marketing Science 3, no. 4 (Summer): 199-214.
14 Tweeter, etc.* Case Gourville, John, and George Wu. "Tweeter etc." Boston, MA: Harvard Business School, 1997. Reprint No. 9-597-028.
15 Distribution (Place, Collaborators) Theory Dolan, Robert J. "Distribution Policy." Boston, MA: Harvard Business School, 1992. Case No. 9-585-045.

Background Reading

Hauser, John R. "Mathematical Derivation of Unilateral Incentives." MIT Sloan School of Management. (PDF)
16 Aravind Eye Hospital, Madurai, India Case Rangan, V. Kasturi. "The Aravind Eye Hospital, Madurai, India: In Service for Sight." Boston, MA: Harvard Business School, 1994. Case No. 9-593-098.
17 Wrap up and Review (Context)

Exercise on the Practice of Marketing is due.
Theory

Practice

† Product, Promotion, Price, Place and Customer, Company Skills, Competition, Collaborators, Context
* Case eligible for group case write up.