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Case study
Publication date: 2 July 2018

John Edwin Timmerman and Al Lovvorn

Paula Hendricks, Director of Marketing for Rapid Reel Lawn Master Company (RRLMC), tasked with developing a plan to exploit the current trend in lawn mower purchasing patterns…

Abstract

Synopsis

Paula Hendricks, Director of Marketing for Rapid Reel Lawn Master Company (RRLMC), tasked with developing a plan to exploit the current trend in lawn mower purchasing patterns must craft a strategic proposal for the executive planning committee. RRLMC, a manufacturer of reel mowers, experienced an increase in sales due to a confluence of factors: high gasoline prices, increased concern with the environment, the trend toward smaller yards and a focus on health and exercise. Paula needed to develop a plan for the company to sustain the bonanza and determine whether this trend offered new opportunities for marketing.

Research methodology

The data for the case were collected through examination of a major reel lawn mower manufacturer in the USA, through experience teaching and using the market segmentation process, as well as personal interviews and secondary research on the history of firms within the industry. The results of a literature review have been incorporated to flesh out the discussion.

Relevant courses and levels

This case is targeted primarily at undergraduate students in upper-level marketing classes, e.g., Relationship Marketing, Marketing Management and Strategic Marketing. Additionally, it can be used in management classes (e.g. Strategic Management) where industry segmentation is discussed. It would also benefit introductory MBA marketing courses as this case directs students’ attention to the role of products’ perceived benefits and how markets may be segmented in order to assess and select prime segments of the market for targeting.

Details

The CASE Journal, vol. 14 no. 4
Type: Case Study
ISSN: 1544-9106

Keywords

Case study
Publication date: 1 May 2014

Franklin R. Morris, John E. Timmerman and Al S. Lovvorn

Dean Adams was given notice to develop an online program with the School of Business Administration as a prototype of online education for the rest of the University. A major task…

Abstract

Case description

Dean Adams was given notice to develop an online program with the School of Business Administration as a prototype of online education for the rest of the University. A major task which faced the Dean involved working with University information technology (IT) staff and faculty to choose a learning management system (LMS) to support the online program. After talking with the Chief Information Officer at Seacoast University and appointing a committee made up of IT staff and faculty, the Dean was presented with the committee's recommendation that focussed on two major decisions: first, choosing the LMS product for the University, and second, choosing to locate the LMS product and server either on-campus or off-campus. In the course of considering whether or not to accept the committee's recommendations, Dean Adams weighed the evaluations and justifications as outlined by the committee in the context of Seacoast University's IT situation.

Case study
Publication date: 10 September 2015

John Timmerman, Frank Morris and Al Lovvorn

Steve Holder had already worked with Matsapha College for ten years as the organization matured its macadamia orchard to the point of yielding sufficient proceeds to assist in the…

Abstract

Synopsis

Steve Holder had already worked with Matsapha College for ten years as the organization matured its macadamia orchard to the point of yielding sufficient proceeds to assist in the support of the colleges educational endeavors in Swaziland. Now Matsapha College was entertaining the possibility of launching a separate entity, Kumnandzi Macadamia Importers, to be a stateside distributor of both Matsapha's macadamia nuts and that of other growers in the region, with the prospect of producing additional revenue to help sponsor education. The Board of Matsapha College is interested in the idea of having the College prosper from added macadamia sales, but members have mixed opinions about the direction and form this growth should take. Before any major decisions are made, Steve learns that the organization should do some self-reflection and decide what Kumnandzi Macadamia Importers is all about before proceeding. Specifically, the Matsapha College Board of Directors needs to articulate its vision for the proposed new entity, as well as craft the entity's mission statement and value proposition.

Research methodology

The case was based upon extensive interviews with the President of the organization being described.

Relevant courses and levels

This case is targeted to both undergraduate and graduate students in Strategic Management, but may include Marketing Principles, Marketing Management, Strategic Marketing, and Entrepreneurship, especially if the course includes the task of building a business plan or marketing plan that incorporates vision and mission statements as well as a customer value proposition.

Details

The CASE Journal, vol. 11 no. 3
Type: Case Study
ISSN: 1544-9106

Keywords

Case study
Publication date: 1 December 2011

John E. Timmerman, Al S. Lovvorn, Michael M. Barth and R. Franklin Morris

Dean Lynn, of Augustine State University's School of Business Administration, has been asked to develop online offerings as a prototype for the rest of the university. The…

Abstract

Dean Lynn, of Augustine State University's School of Business Administration, has been asked to develop online offerings as a prototype for the rest of the university. The decision he faced was whether to (A) take on the project alone or (B) make a ten-year commitment to a specialized vendor. If option B was selected, the further choice was whether to allow the vendor to handle everything short of instruction with a customized program or to handle only the marketing elements of the task. In the course of considering what to do, Dean Lynn was faced with the financial as well as the qualitative dimensions of the choice. The purpose of this case is to provide students a vehicle to explore the myriad considerations inherent in every organization's decision making process… qualitative as well as quantitative.

Details

The CASE Journal, vol. 8 no. 1
Type: Case Study
ISSN: 1544-9106

Article
Publication date: 15 March 2011

Jiun‐Shiu Chen and Al S. Lovvorn

The success of knowledge transfer very much depends on a company's ability to effectively manage their knowledge transfer process. The purpose of this paper is to argue that a…

4662

Abstract

Purpose

The success of knowledge transfer very much depends on a company's ability to effectively manage their knowledge transfer process. The purpose of this paper is to argue that a critical component in understanding knowledge transfer in the international arena is the speed of that knowledge transfer (and those factors that influence that speed) within a multinational enterprise (MNE).

Design/methodology/approach

In this paper, social capital theory is used to argue that social capital is related to the speed of knowledge transfer within an MNE. The three dimensions of social capital, i.e. relational, dimensional, and cognitive, facilitate the transfer process and effect the rapidity of technology transfer.

Findings

The role of knowledge transfer speed in MNEs knowledge management has been neglected and, yet, the speed of knowledge transfer is critical for MNE organizations to build or maintain their competitive advantage. A critical component in understanding knowledge transfer in the international arena is the speed of that knowledge transfer (and those factors that influence that speed) between different units.

Originality/value

This study examines social capital to better understand knowledge management at the intra‐firm level of an MNE. The success of knowledge transfer very much depends on a company's ability to effectively manage that knowledge transfer process. Using social capital theory, we argued that the three dimensions of social capital (relational, dimensional, and cognitive) are related to the speed of knowledge transfer from the parent company to the foreign subsidiary.

Details

International Journal of Commerce and Management, vol. 21 no. 1
Type: Research Article
ISSN: 1056-9219

Keywords

Case study
Publication date: 5 May 2016

Gina Vega

Abstract

Details

The CASE Journal, vol. 12 no. 2
Type: Case Study
ISSN: 1544-9106

Case study
Publication date: 5 January 2015

Gina Vega

Abstract

Details

The CASE Journal, vol. 11 no. 1
Type: Case Study
ISSN: 1544-9106

Content available
Article
Publication date: 8 March 2013

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Abstract

Details

International Journal of Commerce and Management, vol. 23 no. 1
Type: Research Article
ISSN: 1056-9219

Keywords

Case study
Publication date: 1 December 2011

Gina Vega

Abstract

Details

The CASE Journal, vol. 8 no. 1
Type: Case Study
ISSN: 1544-9106

Case study
Publication date: 1 May 2014

Gina Vega

Abstract

Details

The CASE Journal, vol. 10 no. 1
Type: Case Study
ISSN: 1544-9106

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