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  1. Reading List: 35 items
    1. Textbook: 1 item
      1. Marketing strategy: a decision-focused approach - Orville C. Walker, John W. Mullins 2014

        Book Essential reading

    2. PLEASE NOTE: 1 item
      1. HARVARD BUSINESS REVIEW: Due to publisher's restrictions direct linking to Harvard Business Review articles is not permitted. You can access HBR articles by clicking on the Online Resource button, then on the red Full Text Online button. Once in the database, if the webpage states you cannot access the article from a persistent link, click on the green search button at the top of the screen. Note also that HBR limit access to their top 500 articles. This means that some articles can only be read online and cannot be downloaded, saved or printed.

    3. Topic 1: 8 items
      1. Read Walker and Mullins (textbook) chapters 2, 3, 12, and the PLC (p. 191 to 197)

      2. The Right Game: Use Game Theory to Shape Strategy. (cover story) - Brandenburger, Adam M.Nalebuff, Barry J. 1995

        Article Recommended reading This is a Harvard Business Review article

      3. The Resource-Based View: A Review and Assessment of Its Critiques - Jeroen Kraaijenbrink, J.-C. Spender, Aard J. Groen 01/2010

        Article Recommended reading

      4. WHEN MARKETING IS STRATEGY. - Dawar, Niraj1 2013

        Article Recommended reading This is a Harvard Business Review article

      5. Reflecting on the Strategy Process. - Mintzberg, HenryLampel, Joseph

        Article Recommended reading

      6. What Is Strategy? - Porter, Michael E.1 1996

        Article Recommended reading This is a Harvard Business Review article

      7. The Core Competence of the Corporation. - Prahalad, C. K.1Hamel, Gary2 1990

        Article Recommended reading

      8. The Secrets to Successful STRATEGY EXECUTION. (cover story) - Neilson, Gary L.1 (AUTHOR) neilson_gary@bah.comMartin, Karla L.2 (AUTHOR) martin_karla@bah.comPowers, Elizabeth3 (AUTHOR) powers_elizabeth@bah.com 2008

        Article Recommended reading This is a Harvard Business Review article

    4. Topic 2: 5 items
      1. Read Walker and Mullins (textbook) chapters 6 and 7

      2. Setting value, not price. - Leszinski, RalfMarn, Michael V. 1997

        Article Recommended reading

      3. How to Position Your Innovation in the Marketplace - Schmidt, Glenvan der Rhee, Bo Winter 2014

        Article Recommended reading

      4. Discovering New Points of Differentiation. - MacMillan, Ian C.1,2McGrath, Rita Gunther3 1997

        Article Recommended reading This is a Harvard Business Review article

      5. Strategy & Society: The Link Between Competitive Advantage and Corporate Social Responsibility. - Porter, Michael E.1,2Kramer, Mark R.2,3,4 mark.kramer@fsg-impact.org 2006

        Article Recommended reading This is a Harvard Business Review article

    5. Topic 3: 9 items
      1. Read Walker and Mullins (textbook) chapter 8

      2. Darwin and the Demon: Innovating Within Established Enterprises. (cover story) - Moore, Geoffrey A.1,2 gmoore@tcg-advisors.com 2004

        Article Recommended reading This is a Harvard Business Review article

      3. Crossing the chasm with beacon products in the portable music player industry - Yi-Nung Peng, Susan Walsh Sanderson 2014-2

        Article Recommended reading

      4. Extracting Key Lessons in Service Innovation - Stella Wooder, Steven Baker 01/2012

        Article Recommended reading

      5. CREATING NEW MARKET SPACE. - Kim, W. Chan1Mauborgne, Renée2,3 1999

        Article Recommended reading This is a Harvard Business Review article

    6. Topic 4: 5 items
      1. Read Walker and Mullins (textbook) chapter 9

      2. Retaliatory Behavior to New Product Entry - Sabine Kuester, Christian Homburg, Thomas S. Robertson 10/1999

        Article Recommended reading

    7. Topic 5: 6 items
      1. Read Walker and Mullins (textbook) chapter 10

      2. Strategies to reduce product proliferation - Barry Berman 11/2011

        Article Recommended reading

      3. Co-creation experiences: The next practice in value creation - C.K. Prahalad, Venkat Ramaswamy 2004-1

        Article Recommended reading

      4. Aggressive and Predatory Pricing: A Framework for Analysis - Joseph P. Guiltinan, Gregory T. Gundlach 07/1996

        Article Recommended reading

      5. Should You Launch a Fighter Brand? - Ritson, Mark1 m.ritson@mbs.edu 2009

        Article Recommended reading This is a Harvard Business Review article

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