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Marketing

Eyeo's Adblock Plus: Consumer Movement or Advertising Toll Booth?

The case centers on Eyeo GmbH, a German software development company, whose main product is Adblock Plus, the world's...

  Berkeley Haas Case Series   01 Apr 2018
Marketing

Rocket Fuel: Measuring the Effectiveness of Online Advertising

The case describes an experiment designed to measure the effectiveness of an online display advertising campaign. Aft...

  Berkeley Haas Case Series   01 Jul 2017
Marketing

J. C. Penney: Activist Investors and the Rise and Fall of Ron Johnson

The case study is set in 2012 and 2013. J.C. Penney is a venerable American institution, one of the last surviving de...

  Berkeley Haas Case Series   29 Jun 2014
Marketing

Thrive or Revive? The Kaiser Permanente 'Thrive' Marketing Programs

In the Fall of 2013, Christine Paige, Kaiser Permanente's Senior Vice President of Marketing was preparing for an upc...

  Berkeley Haas Case Series   09 Mar 2014
Marketing

Maersk Line: B2B Social Media - 'It's Communication, Not Marketing'

The case describes the launch of a social media platform by the largest container shipping company in the world. Stud...

  Berkeley Haas Case Series   10 Feb 2014
Marketing

Annie's: Growing Organically

This case is about a brand that had established itself in a small number of categories with a specific target and is ...

  Berkeley Haas Case Series   03 Feb 2014
Marketing

Genentech Immunology & Ophthalmology (GIO): Culture Change to Drive Business Results (A)

This case study provides the story of Jennifer Cook, Senior Vice President of the Immunology and Ophthalmology (GIO) ...

  Berkeley Haas Case Series   14 Sep 2013
Marketing

Netflix: Pricing Decision 2011

Beginning in 2007, Netflix began offering existing mail rental subscribers the opportunity to view a limited number o...

  Berkeley Haas Case Series   20 Jan 2013
Marketing

McDonald's 55 Cent Promotion

After decades of international success, by 1997, McDonald's faced slowing sales growth and stiff competition in the U...

  Berkeley Haas Case Series   01 Dec 2011
Marketing

WorldCom: 'Generation D'

The Worldcom case study takes place in 2000-2001 when the company's 'Generation D' advertising campaign was launched....

  Berkeley Haas Case Series   30 Nov 2004
Marketing

Palm Computing in 1994

In 1992, Palm Computing was founded to create add-on software for the emerging Personal Digital Assistant (PDA) marke...

  Berkeley Haas Case Series   30 Nov 2000
 

Berkeley Haas Case Series

A new collection of business case studies from Berkeley Haas

The aim of the Berkeley Haas Case Series is to incite business innovation by clarifying disruptive trends and questioning the status quo.

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