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在下列表格中要求阅读的材料将在课程包中提供。学生应准备讨论其包含的主要概念。以下也提供了John Hauser教授写的4篇文章的全文。
- 单方面动机的数学推导讲义 (PDF)
- 防御性营销战略讲义 (PDF)
- 生命周期扩散模型讲义 (PDF)
- 顾客意见讲义 (PDF)
背景读物
Hauser 教授也将背景阅读材料包含在教学大纲以及课程包中。这些读物向那些渴望了解该主题的更多信息的学生提供了额外的见解。我没有指定阅读这些资料，因为我知道你们这学期的课程所需要阅读的材料总量之大。我们将在课堂上利用这些读物中的一些材料，所以你应该浏览它们，以了解基本信息。
例如，15.900课程中的阅读资料提供了Brita案例的背景，采取了科技战略的视角来看待这个营销案例：Bower, Joseph L., and Clayton M. Christensen. "Disruptive Technologies: Catching the Wave." Harvard Business Review (January 1995). 再版编号 No. 95103. 案例讨论的绝大部分会聚焦于营销，但许多学生也许希望探究这些材料与15.900中的案例的联系。我会与15.900课程的讲师们协调该材料，以便(1)减少重复 (2)加强两个研究主题的关联。
研究相关读物
史隆管理学院的优势之一是我们有机会将最前沿的研究引入课堂，以补充介绍性的材料。我会试着在理论讨论课上提出研究的精华。虽然该材料中的许多已刊登于专业期刊，它仍可以以未正式出版的形式获得。为了节省复印成本，我将在课堂上提供未正式出版的工作底稿，并将引用列于其下。请将这些研究相关的读物视为背景读物。
| 1 |
营销 (4P's, 5C's)† 和定位 (公司技能) |
理论 |
Dolan, Robert J. "Note on Marketing Strategy." Boston, MA: Harvard Business School, 2000. Case No. 9-598-061.
Dolan, Robert J. "Perceptual Mapping: A Manager's Guide." Boston, MA: Harvard Business School, 1990. Case No. 9-590-121.
Trout, Jack, and Steve Rivkin. Differentiate or Die: Survival in Our Era of Killer Competition. John Wiley & Sons, 2001. ISBN: 0-471-02892-4. |
| 2 |
Barco投影仪系统：世界范围的微分市场营销 |
案例 |
Moriarty Jr., Rowland T., and Krista McQuade. "Barco Projection Systems (A): Worldwide Niche Marketing." Boston, MA: Harvard Business School, 2002. Case No. 9-591-133. |
| 3 |
Calyx and Corolla* |
案例 |
Salmon, Walter J., and David Wylie. "Calyx & Corolla." Boston, MA: Harvard Business School, 1995. Case No. 9-592-035.
Ofek, Elie. "Customer Profitability and Lifetime Value." Boston, MA: Harvard Business School, 2002. Case No. 9-503-019. |
| 4 |
产品 (顾客导向的设计) |
理论 |
Urban, Glen L., and John R. Hauser. "Integrated Design: Case Examples." Chapter 14 in Design and Marketing Of New Products. Englewood Cliffs, NJ: Prentice Hall, 1993, 385-422. Case No. 9-503-019.
研究相关读物
Dahan, Ely, and John R. Hauser. "Mangaging a Dispersed Product Development Process." Handbook of Marketing. Edited by Bart Weitz and Robin Wensley. New York, NY: Sage Publications, 2001.
Urban, Glen L., and John R. Hauser. "'Listening In' to Find and Explore New Combinations of Customer Needs." Journal of Marketing 68, no. 2 (April 2004): 72-87. |
| 5 |
西南航空, 1993* |
案例 |
Heskett, James L., and Roger Hallowell. "Southwest Airlines--1993 (A)." Boston, MA: Harvard Business School, 1997. Case No. 9-694-023. |
| 6 |
The Brita Products Company |
案例 |
Deighton, John. "The Brita Products Co." Boston, MA: Harvard Business School, 2002. Case No. 9-500-024.
Hauser, John R. "Note on Defensive Marketing Strategy." MIT Sloan School of Management. (PDF)
背景读物
Bower, Joseph L., and Clayton M. Christensen. "Disruptive Technologies: Catching the Wave." Harvard Business Review (January 1995). Reprint No. 95103. |
| 7 |
顾客 (行为, 研究) |
理论 |
Simonson, Itamar. "Get Closer to Your Customers by Understanding How They Make Choices." California Management Review (Summer 1993): 68-84.
研究相关读物
Dahan, Ely, and John R. Hauser. "The Virtual Customer." Journal of Product Innovation Management 19, no. 5 (September 2001): 332-54.
Hauser, John R., and Vithala R. Rao. "Conjoint Analysis, Related Modeling, and Applications." In Advances in Marketing Research: Progress and Prospects [A tribute to Paul Green's Contributions to Marketing Research Methodology], 23 September 2002.
Toubia, Olivier, John R. Hauser, and Duncan I Simester. "Polyhedral Methods for Adaptive Choice-Based Conjoint Analysis." Journal of Marketing Research XLI, no. 1 (February 2004).
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| 8 |
Scott Cook and Intuit |
案例 |
Heskett, James L. "Scott Cook and Intuit." Boston, MA: Harvard Business School, 1997. Case No. 9-396-282. |
| 9 |
Tivo |
案例 |
Wathieu, Luc, and Michael Zoglio. "Tivo." Boston, MA: Harvard Business School, 2001. Case No. 9-501-038. |
| 10 |
广告 (促销) |
理论 |
Kotler, Philip. "Managing Integrated Marketing Communications." In Marketing Management. 11th ed. Englewood Cliffs, NJ: Prentice-Hall, 2002. ISBN: 0-13-033629-7.
Ogilvy, David. "How to Produce Advertising that Sells" and "18 Miracles of Research." Chapters 2 and 15 in Ogilvy on Advertising. New York, NY: Random House Vintage Books, 1983, 9-30 and 158-166.
Keller, Kevin L., Brian Sternthal, and Alice Tybout. "Three Questions You Need to Ask About Your Brand." Harvard Business Review (September 2002). Reprint No. R0209F. |
| 11 |
Swatch* |
案例 |
Pinson, Christian, and Helen Chase Kimball. "Swatch." Cedex, France: INSEAD-CEDEP, 1987. |
| 12 |
BMW影片 |
案例 |
Moon, Youngme, and Kerry Herman. "BMWFilms." Boston, MA: Harvard Business School, 2002. Case No. 9-502-046.
背景读物
Dye, Renee. "The Buzz on Buzz." Harvard Business Review (November 2000). Reprint No. R00606. |
| 13 |
定价 (顾客, 竞争) |
理论 |
Dolan, Robert J. "How Do You Know When the Price Is Right?" Harvard Business Review (September 1995). Reprint No. 95501.
Thaler, Richard. "Mental Accounting and Consumer Choice." Marketing Science 3, no. 4 (Summer): 199-214 |
| 14 |
Tweeter等* |
案例 |
Gourville, John, and George Wu. "Tweeter etc." Boston, MA: Harvard Business School, 1997. Reprint No. 9-597-028. |
| 15 |
分销 (地点, 合作者) |
理论 |
Dolan, Robert J. "Distribution Policy." Boston, MA: Harvard Business School, 1992. Case No. 9-585-045.
背景读物
Hauser, John R. "Mathematical Derivation of Unilateral Incentives." MIT Sloan School of Management. (PDF) |
| 16 |
印度马德里Aravind眼科医院 |
案例 |
Rangan, V. Kasturi. "The Aravind Eye Hospital, Madurai, India: In Service for Sight." Boston, MA: Harvard Business School, 1994. Case No. 9-593-098. |
| 17 |
总结与复习 (背景) |
理论 |
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† 产品、促销、价格、地点和顾客、公司技能、竞争、合作者、背景
* 适用于提交小组书面报告的案例
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