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.