15.834 | Spring 2003 | Graduate
Marketing Strategy

Lecture Notes

LEC # TOPICS / READINGS NOTES
I. What is Marketing Strategy?
1 Introduction. (PDF)
2 Coors. Harvard Business School Case #9-388-014. (PDF)
II. What is Finding Profit Opportunities Strategy?
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 Cases #9-795-102 & 9-795-103. (PDF)
6 Browser Wars. Harvard Business School Case #9-798-094. (PDF)
III. Creating Competitive Advantage
7 Wernerfelt, Birger. “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 and 9-391-090. (PDF)
IV. Challenging Competitive Advantage
14 Collis and Montgomery. “Resources and Rents.”  
15 Southwest Airlines (A). Harvard Business School Case #9-575-060. (PDF1)
(PDF2)
16 Head Ski. Harvard Business School Case #6-313-120. (PDF1)
(PDF2)
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
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.  
Course Info
As Taught In
Spring 2003
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