Lecture Notes

I. What is Marketing Strategy?

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

II. What is Finding Profit Opportunities Strategy?

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

III. Creating Competitive Advantage

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

(PDF)

IV. Challenging Competitive Advantage

LEC # TOPICS / READINGS NOTES  
14 Collis and Montgomery. "Resources and Rents."
15 Southwest Airlines (A). Harvard Business School Case #9-575-060. (PDF 1)
(PDF 2)
16 Head Ski. Harvard Business School Case #6-313-120.

(PDF 1)
(PDF 2)

17 Complaint Letters. (PDF)
18 SAS (A). Harvard Business School Case #593-001-1. (PDF)
19 Fox. Harvard Business School Case #9-387-096. (PDF)
20 E-trade. Stanford Case #M-286. (PDF)

V. Creating Corporate Advantage

LEC # TOPICS / READINGS NOTES 
21 Collis and Montgomery. "Creating Corporate Advantage." Harvard Business Review. #98303.
22 Costco Companies. Harvard Business School Case #9-599-041. (PDF)
23 Newell. Harvard Business School Case #N9-799-139.

(PDF)

24 Final Lecture.
25 Final Exam/Paper Due.