Positioning the Tata Nano (B)

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Alice M. Tybout & Natalie Fahey

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  • Author Bio

    Alice M. Tybout is the Harold T. Martin Professor of Marketing. She served as chairperson of the Marketing Department 2004-2006. Professor Tybout teaches in the MBA and Executive Masters Programs. In addition, she is the academic director and faculty for the Kellogg on Consumer Marketing Strategy Program and the Kellogg on Branding Program at Northwestern's executive education facility, the Allen Center. She also has taught at the University of Chicago, INSEAD in Fontainebleau, France and at Chulalongkorn University in Bangkok, Thailand. Professor Tybout received the Sidney J. Levy Award for Teaching Excellence in 1996, the Chairpersons' Award for Outstanding Teaching in the Core in 1999 and in 2012, and the Outstanding Alumni Professor of the Year in 2004.

    Professor Tybout conducts research related to how individuals process, organize, and utilize information to make judgments and choices. Her most recent writings address these issues in the context of scandal management. She has published numerous articles in scholarly journals, including the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Consumer Psychology, the Journal of Marketing, and the Journal of Personality and Social Psychology. In addition, she has published articles in Harvard Business Review, and is the co-editor of three books; Perspectives on the Affective and Cognitive Effects of Advertising, Kellogg on Branding, Kellogg on Marketing, Second Edition.

    Professor Tybout has been a member of the Association for Consumer Research since 1972 where she has served as the Treasurer (1983) and President (1994). She is also a former Trustee of the Marketing Science Institute (1991-1998) and has served on the Board of Directors of the American Marketing Association (1997-2000). In addition to her academic activities, Professor Tybout does executive training and consulting. Her recent clients include Coca-Cola, Ericsson, PepsiCo, Pfizer, and Takeda.

    Professor Tybout received her B.S. in Business Administration and her M.A. in Consumer Behavior from Ohio State University and her Ph.D. in Marketing from Northwestern University.

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