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Microsoft must decide how to design a new software product for global markets, identify the timing for entry into different countries, and position the product around the world.... More

An introductory note for MBA students on the nature of marketing and topics encountered in its study. Defines the topic then breaks marketing into two major conceptual pieces--the tools, tasks and variables of the marketer, and the marketing process. In the tools piece, promotion (advertising and se... More

Introduces learning by the case method, with application to marketing learning. Places case learning in the stream of experiential learning and explains the advantages and disadvantages of experiential learning methods. Turning to case learning specifically, the note discusses the nature of cases, t... More

Identifies the elements of marketing strategy and introduces frameworks for strategic marketing decisions. The frameworks deal with market definition and selection, positioning and differentiation, and market entry/exit decisions. Other topics discussed include selecting and articulating the marketi... More

Provides a selection of methodologies for the investigation of user needs, concept development, and product design.... More

GO faces a crisis in March 1991 when Microsoft announces the introduction of a competing operating system for pen-based computers. GO's managers must work with its venture financers, Kleiner Perkins, to redesign its financing, alliance, and product development strategies.... More