INSTRUCTOR RESOURCES

CASE DESCRIPTIONS

Chapter 1 - Introduction to High Technology
- High-Definition TV: The Grand Alliance
- Proteome Systems Limited: The First Five Years


Chapter 2 - Strategy and Corporate Culture in High-Tech Firms
- TiVo in 2005
- Apple Computer – 2002
- Biopure Corp.
- Compaq Computer Corporation: The Dell Challenge
- CompuSound Calling
- Dell Computer Corp.
- Making SMaL Big: SMaL Camera Technologies
- Mercury Rising: Knight Ridder's Digital Venture
- Palm Computing: The Pilot Organizer
- Reinventing the Automobile: General Motor's AUTOnomy Project
- Strategic Direction at Quack.com (A)
- Apple Computer, 2004
- Nokia and MIT's Project Oxygen
- Strategic Inflection: TiVo in 2003 (A) and (B)
- Blockbuster Inc. & Technological Substitution (A) (B) (C) (D).


Chapter 3 - Relationship Marketing: Partnerships and Alliances
- Compaq Computer: Intel Inside?
- CompuSound Calling
- Computer Shoppe
- Customer Value Measurement at Nortel Networks--Optical Networks Division
- IBM and Apple Computer Alliance (A)
- IBM and Linux (A)
- Norpak Corporation: The Search for a Perfect Partner
- SPOTNIK MOBILE (A) (B) (C) - PARTNERSHIP IN ACTION
- Internet Customer Acquisition Strategy at Bankinter
- The HP-Cisco Alliance (A)
- They Bought In. Now They Want to Bail Out.


Chapter 4 - Market Orientation and R&D-Marketing Interaction in High-Technology Firms
- Dell Computer: Inspiron Product Development
- Mod IV Product Development Team
- NEC, Nokia Corporation: Innovation and Efficiency in a High-Growth Global Firm
- Sharp Corp.: Technology Strategy


Chapter 5 - Marketing Research in High-Tech Markets
- Compaq Computer: Focus Groups
- Computer Shoppe
- E.T. Phone Home, Inc.: Forecasting Business Demand
- Future Shop: Retail Customer Research
- MCI Telecommunications Corp. (C): Data Communications Market Opportunity Assessment
- Orbital Sciences Corp.: ORBCOMM
- Zenith: Marketing Research for High Definition Television (HDTV)
- Microsoft: Launching the Smart Watch


Chapter 6 - Understanding High-Tech Customers
- Centra Software
- MarketSoft
- Rogers Communications, Inc.
- Internet Customer Acquisition Strategy at Bankinter
- They Bought In. Now They Want to Bail Out.
- Microsoft: Launching the Smart Watch


Chapter 7 - Product Development and Management Issues in High-Tech Markets
- BIOSONICS INCORPORATED
- Eli Lilly and Co.: Innovation in Diabetes Care
- Mercury Computer Systems: The Evolution from Integrated Technology to Open Standard
- NTT DoCoMo: Marketing I-mode
- X-IT and Kidde (A)
- Apple Computer, 2004
- Nokia and MIT's Project Oxygen
- Strategic Inflection: TiVo in 2003 (A) and (B)


Chapter 8 - Distribution Channels and Supply Chain Management in High-Tech Markets
- Canadian Tire Multiple Channel Retailing
- Disney in a Digital World (D): A Digital Decade?
- Flextronics International, Ltd



Chapter 9 - Pricing Considerations in High-Tech Markets
- Cipla
- Electronic Arts Introduces The Sims Online
- Virgin Mobile USA: Pricing for the Very First Time


Chapter 10 - Advertising and Promotion in High-Tech Markets: Tools to Build and Maintain Customer Relationships
- Inside Intel Inside
- Learning from Leapfrog: Creating Educational and Business Value
- Samsung Electronics Co.: Global Marketing Operations.


Chapter 11 - E-Business, E-Commerce and the Internet
- Amazon.com – 2002
- AUDIBLE.COM
- Collabrys, Inc. (A)--The Evolution of a Startup
- EBay (A): The Customer Marketplace
- GE’s Digital Revolution: Redefining the E in GE
- Google, Inc.
- Tower Software
- Webvan: Groceries on the Internet
- Yahoo! Business on Internet Time
- Blockbuster Inc. & Technological Substitution (A) (B) (C) (D).


Chapter 12 - Realizing the Promise of Technology: Societal, Ethical, and Regulatory Considerations
- ApproTEC Kenya: Technologies to Fight Poverty and Create Wealth
- Dragon's Teeth Vineyards
- Enabling Business Strategy with IT at the World Bank
- Finding the Balance: Intellectual Property in the Digital Age
- Fuel Cells: The Hydrogen Revolution?
- IPhoenix: Public Access Digital Distribution Centers
- Life, Death, and Property Rights: The Pharmaceutical Industry Faces AIDS in Africa
- Phase Two: The Pharmaceutical Industry Responds to AIDS
- The Free Internet Initiative in LaGrange, Georgia