Calendar

I. What is Marketing Strategy?

LEC # TOPICS / READINGS
1 Introduction.
2 Coors. Harvard Business School Case #9-388-014.

II. What is Finding Profit Opportunities Strategy?

LEC # TOPICS / READINGS
3 Prelude. Harvard Business School Case #9-373-052.
4 The Walt Disney Company: The Entertainment King. Harvard Business School Case #9-701-035.
5 Nintendo & Sega. Harvard Business School Cases #9-795-102 & 9-795-103.
6 Browser Wars. Harvard Business School Case #9-798-094.

III. Creating Competitive Advantage

LEC # TOPICS / READINGS
7 Wernerfelt, Birger. "An Efficiency Criterion for Marketing Design."
8 EMI and the CT-scanner (A). Harvard Business School Case #9-383-194.
9 Nutrasweet (A-G). Harvard Business School Cases #9-794-079,…,085 (B-G given out in class).
10 Flightsafety (A-B). Harvard Business School Cases #9-799-113 & 9-799-114 (B given out in class).
11 Wal-Mart Stores, Inc. Harvard Business School Case #9-794-024.
12 Mid-term Exam.
13 Marks and Spencer. Harvard Business School Cases #9-391-089 and 9-391-090.

IV. Challenging Competitive Advantage

LEC # TOPICS / READINGS
14 Collis and Montgomery. "Resources and Rents."
15 Southwest Airlines (A). Harvard Business School Case #9-575-060.
16 Head Ski. Harvard Business School Case #6-313-120.
17 Complaint Letters.
18 SAS (A). Harvard Business School Case #593-001-1.
19 Fox. Harvard Business School Case #9-387-096.
20 E-trade. Stanford Case #M-286.

V. Creating Corporate Advantage

LEC # TOPICS / READINGS
21 Collis and Montgomery. "Creating Corporate Advantage." Harvard Business Review. #98303.
22 Costco Companies. Harvard Business School Case #9-599-041.
23 Newell. Harvard Business School Case #N9-799-139.
24 Final Lecture.
25 Final Exam / Paper Due.