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Lecturas
obligatorias
Todo el material de la lista está
incluido en el paquete del curso
(no disponible para usuarios ajenos al mismo).
Casos prácticos
- Sección de
atención sanitaria de Vicks, Proyecto Scorpio
(A).
- Red Hat y la revolución
de Linux.
- Barco Protection Systems
(A).
- American Airlines, Inc.:
Propuesta para un servicio intercontinental con tres
clases.
- Vestron.
- Boston Whaler, Incorporated:
Gestión de la red de concesionarios.
- Optical Distortion, Inc.
(A).
- Clorox: Estrategia de publicidad
competitiva A y B.
Introducción
- Introducción,
material de clase.
- Company Brief: House of
Windsor, The Economist.
- Matrix for a Modern Monarchy,
The Economist.
Clientes
- Segmentation, Targeting
and Positioning, Bovee, Houston yThill.
- Mental Accounting and Consumer
Choice, Richard Thaler.
- Get Closer To Your Customers
By Understanding How They Make Choices, Itamar
Simonson.
Estrategias de Marketing I
- Profits Increase With
The Level of Firm Differentiation, Duncan Simester.
- When Slimming is Not Enough,
The Economist.
- Competing on Resources:
Strategy in the 1990s, David Collis y Cynthia
Montgomery.
Estrategias de Marketing II
- Double Marginalization:
A Simple Illustration, Duncan Simester.
- Barnes and Noble, Ingram
Deal Under Scrutiny, New York Times.
- Republic Industries, Toyota
Settle Dispute, Wall Street Journal.
- Sovereign Consumers,
The Economist.
Distribución
- Teaching Note: Design of
Supply and Distribution Channels, Duncan Simester.
- Economic Organization and
Efficiency, Paul Milgrom y John Roberts.
- Direct and Indirect Bargaining
Costs and the Scope of the Firm, Knez y Simester.
- Bose Corporation: El programa
JIT II (B) y (D), caso práctico de de
la escuela de administración y dirección
de empresas de Harvard.
Desarrollo de productos
- Jager's Gamble,
The Economist.
- Know Thyself, The
Economist.
- Instrumento
de estudio fase 1.
- Instrumento
de estudio fase 2.
- Resultados
editados de la fase 1 del estudio.
- Resultados
editados de la fase 2 del estudio.
Fijación
de precios
- UPS Price Schedule
(Guía de tarifas de UPS).
- $9 Endings: Why Stores
Sell More at $49 than at $44, Anderson y Simester.
- The Gap in the Air Has
Never Been Wider, Wall Street Journal.
- Sheep Drug Halts Colon
Cancer; Doctor Says Humans Are Fleeced, Chicago
Tribune.
- Court: Vertical Price Fixing
Isn't Necessarily Illegal, CNN.
- Manufacturers Allowed To
Cap Retail Prices, Wall Street Journal.
Publicidad
- How to Produce Advertising
That Sells, David Ogilvy.
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