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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...

Marketing
Berkeley Haas Case Series  

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...

Marketing
Berkeley Haas Case Series  

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...

Marketing
Berkeley Haas Case Series  

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...

Marketing
Berkeley Haas Case Series  

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...

Marketing
Berkeley Haas Case Series  

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 ...

Marketing
Berkeley Haas Case Series  

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) ...

Marketing
Berkeley Haas Case Series  

Netflix: Pricing Decision 2011

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

Marketing
Berkeley Haas Case Series  

McDonald's 55 Cent Promotion

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

Marketing
Berkeley Haas Case Series  

WorldCom: 'Generation D'

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

Marketing
Berkeley Haas Case Series  

Palm Computing in 1994

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

Marketing
Berkeley Haas Case Series  
 

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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