Cases in Marketing


Edited by: Hanne Hartvig Larsen

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  • Community of European Management Schools: European Management Series

    The European Management Series derives from a unique collaboration, the Community of European Management Schools (CEMS), which was formed in 1988 and integrates both academic and corporate members. Together they develop and disseminate a shared body of European knowledge in the field of management and award the CEMS Master's degree.

    With particular emphasis upon meeting the needs of management students for high-quality European-based material, the series aims to bring to international management education a strongly European perspective. Prepared by CEMS faculty, it includes textbooks, case studies and other volumes that examine key European and international management issues.


    Werner Clement, Wirtschaftsuniversität Wien, Austria

    Werner Delfmann, Universität zu Köln, Germany

    Rolf Dubs, Universität St Gallen, Switzerland

    Pierre Dussauge, Groupe HEC, Paris, France

    Frøystein Gjesdal, NHH Norges Handelshøyskole, Bergen, Norway

    Stephen Hill, London School of Economics and Political Science, UK

    Jordi Montaña, ESADE, Barcelona, Spain

    Niels Chr. Nielsen, Copenhagen Business School, Denmark

    Nicole de Fontaines, CEMS Office, Paris, France


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    A pan-European book like this would not have been possible without the collaboration of a large number of people. I wish to thank not only the authors of the cases, but also all the members of the Community of European Management Schools (CEMS) Interfaculty Group on Marketing: Professors Renato Fiocca of the Università Commerciale Luigi Bocconi; Ad Pruyn of Erasmus Universiteit Rotterdam; Carlo Gallucci of Escuela Superior de Administración y Dirección de Empresas (ESADE); Bernard Dubois of the Groupe HEC (Hautes Etudes Commerciales); Richard Köhler of the Universität zu Köln; Celia Phillips of the London School of Economics; Jean-Jacques Lambin of the Université, Catholique de Louvain; Sigurd V. Troye of the Norwegian School of Economics and Business Administration, Bergen; Christian Belz of Universität St Gallen; Lars-Gunnar Mattsson of the Stockholm School of Economics; and Josef Mazanec of the Wirtschaftsuniversität Wien; all of whom spent a great many hours discussing the approach and content of this book.

    A special thank you to Celia Phillips and Carlo Gallucci for their extra contribution as sparring partners on editorial matters.

    There are no doubt a number of people at all the CEMS schools who helped in preparing the cases that make up this book. Although I do not know them all by name, I would like them to know that their work is very much appreciated.

    Notes on the Contributors

    Pamela Adams, PhD, Yale University (USA), is a member of the Marketing Faculty and is Director of the MBA programme, SDA Bocconi, Milan, Italy. She teaches courses on International Marketing and Internationalization Strategies at Bocconi University.

    Per Andersson is assistant professor at the Stockholm School of Economics. He has participated in research projects on industry dynamics and industrial distribution, focusing. for example, on the automotive industry, mechanical engineering and biotechnology.

    Bjarne Bakka (1927–1994) was associate professor at the Norwegian School of Economics and Business Administration (NHH), where he taught International Marketing and Business Strategy. Prior to joining the faculty at NHH in 1968, he was Senior Vice-President of Marketing at Denofa-Lilleborg, a Norwegian subsidiary of Procter & Gamble. He served on several corporate boards.

    Christian Belz is Professor of Marketing at the University of St Gallen, Switzerland, and manages the Research Institute for Marketing and Distribution, with 30 employees. His recent publications include Strategic Direct Marketing (1997), Industrial Performance Marketing (1997), Competence for Innovation in Marketing (1997), Sales Management (1996), Relations Management (1994). He is also editor of the largest Swiss journal on marketing, THEXIS.

    Bernard Dubois, PhD, is Professor of Marketing at HEC, France. He is a member of the Editorial Board for the European Journal of Marketing and Administrator of the Association Française du Marketing. His areas of interest are consumer behaviour, international marketing and marketing of luxury goods.

    Axel Faix, Dipl.-Kfm., is assistant professor at the Seminar für Allgemeine Betriebswirtschaftslehre, Marktforschung und Marketing, Universität zu Köln.

    Hanne Hartvig Larsen is full Professor in Marketing at Copenhagen Business School, chairman of the international committee at CBS, member of CEMS Executive Board and member of the CEMS Interfaculty Group on Marketing. She has participated in several research projects on retailing and distribution.

    Staffan Hultén is associate professor at Stockholm School of Economics. His major research interest is the transformation of transportation systems and telecommunication technologies. He is also visiting professor at Laboratoire Stratégie & Technologie, Ecole Centrale, Paris.

    Richard Köhler, who received his doctor's degree at the Mannheim Business School, is full Professor of Marketing and director of the ‘Marketing Seminar’ at the Universität zu Köln. He was previously professor at the Technical University of Aachen. He has been a visiting professor at Keio University, Tokyo, and has taught marketing accounting at the Free University of Berlin. He has written on the subject of marketing management and edited the Handbook of Marketing (in German) and the two-volume Handbook of German Business Management (in English). He has been a member of the CEMS Interfaculty Group on Marketing since 1990.

    Jean-Jacques Lambin is Dean of Lovanium International and Professor at the ‘Institut d'Administration et de Gestion’ (IAG) of Louvain University, Louvain-Ia-Neuve, Belgium, where he teaches Strategic Marketing, Marketing Management and Marketing Research. He has been Visiting Professor at Cornell University, USA, Sherbrooke University, Canada and INSEAD, and he is currently Visiting Professor at the LETI-Lovanium International School of Management in St Petersburg, Russia. He is the author of several books translated into numerous languages and he has published many articles in academic and professional journals.

    Josef A. Mazanec is full Professor of Business Administration and director of the Institute for Tourism and Leisure Studies at Vienna University of Economics and Business Administration.

    Ron J.H. Meyer is Assistant Professor of Strategic Management at the Rotterdam School of Management, Erasmus University, the Netherlands. He teaches strategy development and internationalization and recently co-authored a book with Bob de Wit entitled Strategy – Process. Content. Context: An International Perspective.

    Bengt G. Mölleryd is a PhD candidate at the Stockholm School of Economics, Department of Marketing, Distribution and Industry Dynamics, where he is a member of the project: ‘Telecommunications: An Industry in Transformation’. His research concerns the interplay between institutional conditions and entrepreneurship in mobile telecommunication.

    Celia Phillips, PhD, is Lecturer in Social Statistics at the LSE and Senior Tutor in the Interdisciplinary Institute of Management. Her research interests range from media research on satellite TV and the development of shopping centres to studies of violence in the workplace. She is the LSE representative of the IFG in Marketing on the CEMS programme. Her recent publications include Violence at Work: Issues. Policies and Procedures – a Case Study of Two Local Authorities, with J. Stockdale (1991).

    Ad Th. Pruyn is Associate Professor at the Marketing Department of the Rotterdam School of Management, the Netherlands. He currently teaches courses in consumer behaviour, advertising and personal selling. His research topics are in the area of time and consumer behaviour, queuing and social dilemmas.

    Thomas Rudolph, PhD, is Assistant Professor of Marketing at the University of St Gallen, Switzerland, where he teaches retail management. He leads the competence centre ‘Internationale Handelsdynamik’. His recent publications include: Successful Positioning and Differentiation Concepts for Retailing in Europe (1994), Buying Behavior in Retailing (1996) and Differentiation Strategies (1997). His present research project concerns integrated marketing management.

    Hermann Schindler, Dipl.-Kfm., studied at the University of Bayreuth. He is research assistant at the Research Institute for Marketing and Distribution. He is working on a thesis about price marketing in retailing.

    Susanne Schwamborn-Epple, PhD, was assistant professor at the Seminar für Allgemeine Betriebswirtschaftslehre, Marktforschung und Marketing, Universität zu Köln. She is now a consultant with St Gallen Consulting Group, Cologne.

    Inge Vanfraechem was a student at the LETI-Lovanium International School of Management in St Petersburg, Russia, at the time the case study was carried out. She has now graduated and is working in Moscow, Russia.

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