Robert J. Dolan

Baker Foundation Professor

Unit: Marketing

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Robert J. Dolan is the Baker Foundation Professor at Harvard Business School. He received his Ph.D. from the University of Rochester and began his academic career in 1976 as a faculty member at the Graduate School of Business of the University of Chicago. He joined the Harvard Business School faculty in 1980 and became the Edward W. Carter Professor of Business Administration. He served as the Chairman of the Marketing area from 1986 to 1994. He has also been a visiting professor at IESE in Barcelona, Spain.

In 2001, he became the Dean of the University of Michigan Business School in Ann Arbor, Michigan. The School offered the broadest portfolio of degree programs among the leading business schools with the following degrees: Bachelor's of Business Administration, MBA (offered in five different formats - Day, Evening, Weekend, Executive and Global), Master's in Supply Chain Management, Master's in Accounting, and Ph.D.  In addition, the School collaborated with two schools at the University to offer two joint Master's programs - the Erb Program in Sustainability (joint with the School of Natural Resources and Environment) and the Tauber Program on Global Operations (joint with the College of Engineering).

Under Dolan's leadership, the School embarked on a strategy of differentiation via a focus on action-based learning where teams of students undertook field-based projects under the supervision of the faculty. For MBA students, this took the form of the Multidisciplinary Action Project (MAP) program in which two months at the end of the first year required courses were dedicated to working on high level projects with leading companies around the world. To afford students an opportunity for a global experience, over half the projects were outside the United States. These projects were deliberately not pre-defined for the students, affording them the opportunity to define issues and operate in an "opportunity sensing" rather just "problem solving" mode. As a result of these investments in innovative action-learning programs, the School was twice named the Best MBA Program in the world by the Wall Street Journal, based on their polling of recruiters. The Aspen Institute recognized the school as the best in training on issues of sustainability. To obtain the financial resources to support this strategy and the needed infrastructure, the School embarked on a Capital Campaign, raising nearly $400 million, including the $100 million dollar gift obtained by Dolan from Stephen M Ross, a New York real estate developer. At the time, it was the largest gift ever made to a business school and still is the largest ever given to the University of Michigan. The Schools is now known as the Ross School of Business. While at Michigan, Dolan was also President of the William Davidson Institute for Global Economies and the Zell-Lurie Institute for Entrepreneurial Studies. He was also special counsel to the Provost on Visioning the future at the University.

An expert in marketing and, in particular, issues of pricing and new product development, Dolas has authored or coauthored eight books and has published in a wide variety of journals including the Harvard Business Review, Marketing Science and the Journal of Marketing. His case studies and technical notes developed at Harvard Business School are among the most widely used in academia, selling over 2.5 million copies. One of his cases, Sealed Air Corporation, with sales of over 300,000 copies, was recently designated by Harvard as one of the three "classics" in the Harvard collection. He has consulted with and provided executive education for leading firms throughout the world including General Electric, IBM and Henkel. He also was the marketing expert in several of the landmark cases tried in the United States including for Polaroid in its award of over $1 billion for patent infringement from Kodak and for the Justice Department of the United States in its actions against the tobacco companies. He has been on the board of directors of four publicly traded companies. He is currently working on his ninth book on contemporary marketing issues.

Publications

Books

Journal Articles

  1. A Simulation Analysis of Alternative Pricing Strategies for Dynamic Environments

    Robert J. Dolan

    Researchers of the strategic implications of the well-known demand (e.g., adoption and diffusion) and supply (e.g., experience effects) dynamics have typically sought analytical solutions. Their success in this has been achieved partly by limiting the richness of the dynamics considered. This paper describes a simulation modeling capability. SIMSTRAT, which trades off analytical solutions for richer, more realistic representations of supply and demand. We present the model and then the results of our initial investigations using SIMSTRAT. When joined with new computer graphics capabilities, the model is successful in identifying conditions conducive to skim- and penetration-pricing strategies.

    Keywords: Demand and Consumers; Price; Mathematical Methods; Supply and Industry;

    Citation:

    Dolan, Robert J. "A Simulation Analysis of Alternative Pricing Strategies for Dynamic Environments." Journal of Business 57, no. 1 (January 1984). View Details

Book Chapters

Cases and Teaching Materials

  1. StepSmart Fitness

    Robert J. Dolan, Benson P. Shapiro and Alisa Zalosh

    StepSmart Fitness, a manufacturer of exercise equipment, is undergoing a sweeping reorganization. The new CEO has terminated the District Sales Director and Regional VP and promoted 30-year-old Benjamin Cooper to manage the underperforming New England district. A first-time manager with no one to train him or explain the causes of the district's underperformance, Cooper has 10 weeks to diagnose the problems and make recommendations that will ensure a turnaround in the territory in less than 16 months. Left to his own devices, Cooper must review the sales data, the incomplete notes left by his predecessor, and his own thoughts after spending a day in the field with each sales person. Then he must make decisions about termination or probation for current employees, the hiring of additional salespeople, ways to increase productivity, and potential new methods of evaluating salesperson performance. He is set to present his conclusions to his also-newly-appointed manager, the Regional VP for the Northeast, in a few days.

    Keywords: Analysis; Restructuring; Salesforce Management; Management Succession; Performance Improvement; Manufacturing Industry; Sports Industry; New England;

    Citation:

    Dolan, Robert J., Benson P. Shapiro, and Alisa Zalosh. "StepSmart Fitness." Harvard Business School Brief Case 914-509, January 2014. View Details
  2. In a Bind: Peak Sealing Technologies' Product Line Extension Dilemma

    Robert J. Dolan and Heather Beckham

    Peak Sealing Technologies (PST), a manufacturer of premium carton sealing tapes, stresses technological innovation as the company's core value. But when a new regional competitor introduces a less expensive and inferior product, PST is faced with a decision that could conflict with their values. Product manager Emma Taylor must decide if the company should augment its existing high-quality product line with a cheaper, less effective product to compete with their competitor. However, this decision could cannibalize PST's premium line. Emma is faced with a key issue in product line management—determining the variety of products in the line that serve the same function. Students are introduced to the problems of "trading down" the product line and must consider whether the company's corporate values are a strength or liability. This case can be used effectively in a first-year MBA course on marketing management to illustrate concepts associated with the risk and strategy of introducing a product line extension. It also allows for more complex analysis that would be appropriate in an Executive MBA program or advanced MBA elective courses in Product Management, Business to Business Marketing, Sales Management or New Product Development.

    Citation:

    Dolan, Robert J., and Heather Beckham. "In a Bind: Peak Sealing Technologies' Product Line Extension Dilemma." Harvard Business School Brief Case 914-533, January 2014. View Details
  3. Altius Golf and the Fighter Brand

    Robert J. Dolan and Sunru Yong

    Altius Golf is the clear leader in the golf ball market despite a long-term decline in the number of golfers and a drop in sales following the financial crisis. The firm has maintained its position by introducing generations of advanced, super-premium golf balls that allow their customers to emulate professional golfers. The company has been losing market share to lower-priced competitors and the CEO wants to introduce a new program called Elevate to foster the next generation of golfers. With Elevate, the firm will introduce a ball that is more forgiving and easier to drive for distance and offer it at a price 40% below the company's flagship brand. Elevate will be available through "off-course" channels such as golf specialty stores and big box retailers instead of "on-course" pro shops where the firm typically sells its products. The board of directors is divided on whether to support the decision. Students must perform a quantitative analysis of the CEO's proposal to understand the potential risks and gains before making a final recommendation.

    Keywords: Governing and Advisory Boards; Competitive Advantage; Decision Choices and Conditions; Distribution Channels; Sports; Financial Crisis; Brands and Branding; Segmentation; Sports Industry; Entertainment and Recreation Industry;

    Citation:

    Dolan, Robert J., and Sunru Yong. "Altius Golf and the Fighter Brand." Harvard Business School Brief Case 913-578, May 2013. View Details
  4. Principles of Pricing

    Robert J. Dolan and John T. Gourville

    Presents the basic principles of pricing, including value pricing, price sensitivity, and price customization/discrimination. A rewritten version of an earlier note.

    Keywords: Price; Marketing Strategy; Value;

    Citation:

    Dolan, Robert J., and John T. Gourville. "Principles of Pricing." Harvard Business School Background Note 506-021, September 2005. (Revised April 2009.) View Details
  5. Milford Industries (A)

    Robert J. Dolan and Benson P. Shapiro

    The new district sales manager for a tool company must determine how to get his district "back on track." The case presents various qualitative and quantitative information on the salespeople. Teaching objectives include the specification of the tasks of a district sales manager and the sales analysis helpful to him in his job. A rewritten version of an earlier case series.

    Keywords: Managerial Roles; Salesforce Management; Resignation and Termination; Performance Evaluation;

    Citation:

    Dolan, Robert J., and Benson P. Shapiro. "Milford Industries (A)." Harvard Business School Case 584-012, August 1983. (Revised May 2007.) View Details
  6. Pricing: A Value-Based Approach

    Robert J. Dolan

    Presents a framework for determining prices for products and services in concert with the value provided to customers. Discusses methodologies for estimating customer value.

    Keywords: Price; Customers;

    Citation:

    Dolan, Robert J. "Pricing: A Value-Based Approach." Harvard Business School Background Note 500-071, December 1999. (Revised November 2003.) View Details
  7. Mike Winsor: A Career in Marketing

    Robert J. Dolan

    An MBA student has received an offer to join Kraft Foods, a leading consumer packaged goods firm. This unit is a wholly owned subsidiary of a holding company whose other major subsidiary is a leading cigarette manufacturer. The case raises ethical issues of marketing.

    Keywords: Marketing; Ethics;

    Citation:

    Dolan, Robert J. "Mike Winsor: A Career in Marketing." Harvard Business School Case 599-065, November 1998. (Revised October 2003.) View Details
  8. Launching the BMW Z3 Roadster

    Robert J. Dolan and Susan M. Fournier

    James McDowell, vice president of marketing at BMW North America, Inc., must design Phase II communication strategies for the launch of the new BMW Z3 Roadster. The program follows an "out-of-the-box" prelaunch campaign centered on the placement of the product in the November 1996 James Bond hit movie, "GoldenEye", and including other "nontraditional" elements such as a product appearance on Jay Leno's Tonight Show, an offering of a Bond Edition Roadster in the Neiman Marcus Christmas Catalog, and large-scale public relations activities. McDowell must assess the effectiveness of the prelaunch activities and design marketing tactics that can sustain product excitement until product availability in March. Includes color exhibits.

    Keywords: Management Teams; Marketing Communications; Marketing Strategy; Brands and Branding; Product Launch; Product Positioning; Innovation and Invention; Auto Industry; North America;

    Citation:

    Dolan, Robert J., and Susan M. Fournier. "Launching the BMW Z3 Roadster." Harvard Business School Case 597-002, February 1997. (Revised January 2002.) View Details
  9. Analyzing Consumer Perceptions

    Robert J. Dolan

    Describes the perceptual mapping techniques in a non-technical fashion. The procedure is useful for the depiction of the structure of the market. Discusses alternative methods, presents examples of each, and shows how the maps can be used in marketing decision making.

    Keywords: Industry Structures; Marketing Strategy; Consumer Behavior;

    Citation:

    Dolan, Robert J. "Analyzing Consumer Perceptions." Harvard Business School Background Note 599-110, March 1999. (Revised December 2001.) View Details
  10. Analyzing Consumer Preferences

    Robert J. Dolan

    Presents a non-traditional description of the conjoint analysis methodology. Discusses the process by which a study is done and cites areas of application.

    Keywords: Marketing; Mathematical Methods; Product Marketing;

    Citation:

    Dolan, Robert J. "Analyzing Consumer Preferences." Harvard Business School Background Note 599-112, March 1999. (Revised December 2001.) View Details
  11. The Black & Decker Corporation (A): Power Tools Division

    Robert J. Dolan

    Presents Black & Decker's performance against a Japanese competitor and others in the power tools market. Black & Decker is anxious to regain its market share leadership in particular segments of the market.

    Keywords: Brands and Branding; Product Positioning; Marketing Strategy; Product Launch; Competition; Globalization; Construction Industry; Consumer Products Industry;

    Citation:

    Dolan, Robert J. "The Black & Decker Corporation (A): Power Tools Division." Harvard Business School Case 595-057, March 1995. (Revised March 2001.) View Details
  12. Abgenix and the XenoMouse

    Robert J. Dolan

    Abgenix has a unique method for generating antibodies useful in treating a number of diseases, including cancer. In early 2000, the company's cancer has performed very well in animal testing and is moving to early stage human testing. Abgenix must decide whether to sell the product development program to a large pharmaceutical company or to enter into a joint venture to push the product ahead.

    Keywords: Product Development; Marketing Strategy; Health Testing and Trials; Risk and Uncertainty; Technological Innovation; Innovation Strategy; Science-Based Business; Biotechnology Industry;

    Citation:

    Dolan, Robert J. "Abgenix and the XenoMouse." Harvard Business School Case 501-061, January 2001. View Details
  13. Pricing and Market Making on the Internet

    Robert J. Dolan and Youngme E. Moon

    Considers the impact of the Internet on how market exchanges will take place. Discusses the role of shopping agents and alternatives to fixed prices such as negotiations, auctions, and exchanges.

    Keywords: Price; Marketing Strategy; Auctions; Market Platforms; Negotiation; Internet;

    Citation:

    Dolan, Robert J., and Youngme E. Moon. "Pricing and Market Making on the Internet." Harvard Business School Background Note 500-065, December 1999. (Revised November 2000.) View Details
  14. Sustaining Value

    Robert J. Dolan

    Describes the challenges a firm faces in building and sustaining a value proposition over time. Describes major ways in which the marketing environment changes over time and the methods a firm can use to protect its market position.

    Keywords: Price; Marketing Strategy; Competition; Situation or Environment;

    Citation:

    Dolan, Robert J. "Sustaining Value." Harvard Business School Background Note 501-045, October 2000. View Details
  15. Priceline.com: Name Your Own Price

    Robert J. Dolan

    Priceline.com is a new concept shifting the setting of price from sellers to buyers. The company aspires to use its patented process of advertising units of demand at named prices to suppliers in many categories. This case focuses on its initial use in the airline industry.

    Keywords: Price; Internet; Marketing; Emerging Markets; Consumer Products Industry; Travel Industry; United States;

    Citation:

    Dolan, Robert J. "Priceline.com: Name Your Own Price." Harvard Business School Case 500-070, February 2000. (Revised August 2000.) View Details
  16. Integrated Marketing Communications

    Robert J. Dolan

    Describes the major communication vehicles and the process via which they can be brought together in an integrated marketing communications plan.

    Keywords: Marketing Communications;

    Citation:

    Dolan, Robert J. "Integrated Marketing Communications." Harvard Business School Background Note 599-087, February 1999. (Revised June 2000.) View Details
  17. Launching the BMW Z3 Roadster

    Robert J. Dolan and Susan M. Fournier

    Contains two BMW Z3 television commercials used at launch, a Jay Leno Tonight Show segment, a Bryant Gumbel Today Show segment, Central Park PR event coverage, and Go: An American Road Story (promotional video from BMW).

    Keywords: Marketing Communications; Marketing Strategy; Brands and Branding; Product Launch; Product Positioning; Auto Industry;

    Citation:

    Dolan, Robert J., and Susan M. Fournier. "Launching the BMW Z3 Roadster." Harvard Business School Video Supplement 500-502, May 2000. View Details
  18. net.Genesis, Inc.

    Robert J. Dolan, Rajiv Lal and Perry Fagan

    Net.Genesis is planning a strategy for the developing Internet market. In particular, it is creating the category of e-business intelligence and striving to be the brand leader in it.

    Keywords: Emerging Markets; Strategic Planning; Expansion; Brands and Branding; Knowledge Use and Leverage; Marketing Communications; Internet; Change Management;

    Citation:

    Dolan, Robert J., Rajiv Lal, and Perry Fagan. "net.Genesis, Inc." Harvard Business School Case 500-009, November 1999. View Details
  19. Eastman Kodak Company

    Robert J. Dolan

    Eastman Kodak has suffered significant declines in film market share at the hands of lower-priced branded producers and private label products. The case presents Kodak's proposal to launch a new economy brand of film to combat these rivals. A rewritten version of an earlier case.

    Keywords: Segmentation; Product Positioning; Price; Brands and Branding; Product Launch; Consumer Products Industry;

    Citation:

    Dolan, Robert J. "Eastman Kodak Company." Harvard Business School Case 599-106, March 1999. View Details
  20. L'Oreal of Paris: Bringing 'Class to Mass' with Plenitude

    Robert J. Dolan

    L'Oreal's strategy is to "trickle down" technology over time from high-end outlets like department stores to mass-markets, such as drugstores. The mass market brand Plenitude has become the market leader in France, but even eight years after introduction in the United States, the product continues to lose money. The case presents qualitative market research data to enable students to diagnose the problem and develop an action plan. Includes color exhibits.

    Keywords: Problems and Challenges; Marketing Strategy; Brands and Branding; Globalization; Beauty and Cosmetics Industry; Retail Industry; France; United States;

    Citation:

    Dolan, Robert J. "L'Oreal of Paris: Bringing 'Class to Mass' with Plenitude." Harvard Business School Case 598-056, October 1997. View Details
  21. Northern Telecom (A): AdVantage & DisadVantage

    Robert J. Dolan and Sylvie Ryckebusch

    Mike Ennis, general manager of Northern Telecom's Business Products Division, recommends a new solution for replacing Vantage, an unsuccessful product for Northern Telecom. The case documents in detail the voice of the customer. Students are required to discuss the merits of Ennis's proposal.

    Keywords: Demand and Consumers; Product Launch; Management Teams; Product Development; Telecommunications Industry; Canada;

    Citation:

    Dolan, Robert J., and Sylvie Ryckebusch. "Northern Telecom (A): AdVantage & DisadVantage." Harvard Business School Case 596-063, November 1995. (Revised June 1997.) View Details
  22. Northern Telecom (B)

    Robert J. Dolan and Sylvie Ryckebusch

    Documents two problems in the product development process of Northern Telecom's new Greenwich key systems product line. These problems are due to the conflicting goals of the marketing, design, and manufacturing groups in the product development team. A rewritten version of an earlier case.

    Keywords: Problems and Challenges; Product Development; Goals and Objectives; Telecommunications Industry;

    Citation:

    Dolan, Robert J., and Sylvie Ryckebusch. "Northern Telecom (B)." Harvard Business School Case 596-064, February 1996. (Revised June 1997.) View Details
  23. Northern Telecom (C): Norstar Is Born

    Robert J. Dolan and Sylvie Ryckebusch

    Documents the successful launch of Northern Telecom's Norstar Key Systems product line. A rewritten version of an earlier case.

    Keywords: Product Launch; Success; Telecommunications Industry;

    Citation:

    Dolan, Robert J., and Sylvie Ryckebusch. "Northern Telecom (C): Norstar Is Born." Harvard Business School Case 596-065, November 1995. (Revised June 1997.) View Details
  24. The Black & Decker Corporation (B): "Operation Sudden Impact"

    Robert J. Dolan

    Describes Black & Decker's strategy for the tradesmen market.

    Keywords: Brands and Branding; Product Positioning; Competition; Globalization; Construction Industry; Consumer Products Industry;

    Citation:

    Dolan, Robert J. The Black & Decker Corporation (B): "Operation Sudden Impact". Harvard Business School Supplement 595-060, March 1995. (Revised June 1995.) View Details
  25. Eastman Kodak Co.: Funtime Film

    Robert J. Dolan

    Eastman Kodak has suffered significant declines in film market share at the hands of lower priced branded producers and private label products. The case presents Kodak's proposal to launch a new economy brand of film to combat these rivals.

    Keywords: Product Positioning; Competition; Price; Product Launch; Brands and Branding; Consumer Products Industry;

    Citation:

    Dolan, Robert J. "Eastman Kodak Co.: Funtime Film." Harvard Business School Case 594-111, February 1994. (Revised May 1995.) View Details
  26. NIKE Inc. in the 1990s (A): New Directions

    Robert J. Dolan

    Describes the transition of Nike from 1990 to 1993 as it sees major growth opportunities in foreign markets.

    Keywords: Transition; Brands and Branding; Product Launch; Globalization; Opportunities;

    Citation:

    Dolan, Robert J. "NIKE Inc. in the 1990s (A): New Directions." Harvard Business School Case 595-102, March 1995. (Revised April 1995.) View Details
  27. NIKE Inc. in the 1990s (B): Strategy and Management Changes, 1993-1994

    Robert J. Dolan

    Describes Nike's performance to 1994 and describes challenges facing the new president and COO, Thomas Clarke.

    Keywords: Performance; Problems and Challenges; Management Teams;

    Citation:

    Dolan, Robert J. "NIKE Inc. in the 1990s (B): Strategy and Management Changes, 1993-1994." Harvard Business School Case 595-103, March 1995. (Revised April 1995.) View Details
  28. The Black & Decker Corporation (C): "Operation Sudden Impact" Results, 1992-94

    Robert J. Dolan

    Describes the initial results of Black & Decker's strategy in the United States.

    Keywords: Brands and Branding; Product Positioning; Competition; Globalization; Construction Industry; Consumer Products Industry; United States;

    Citation:

    Dolan, Robert J. The Black & Decker Corporation (C): "Operation Sudden Impact" Results, 1992-94. Harvard Business School Supplement 595-061, March 1995. View Details
  29. The Black & Decker Corporation (D): DeWalt Opportunities in Europe and Japan

    Robert J. Dolan

    Describes Black & Decker's challenges in international markets, particularly in Europe and Japan.

    Keywords: Brands and Branding; Product Positioning; Competition; Globalization; Problems and Challenges; Construction Industry; Consumer Products Industry; Japan; Europe;

    Citation:

    Dolan, Robert J. "The Black & Decker Corporation (D): DeWalt Opportunities in Europe and Japan." Harvard Business School Supplement 595-062, March 1995. View Details
  30. Northern Telecom (A): Greenwich Investment Proposal (Condensed)

    Robert J. Dolan

    The business products division has developed a business proposal asking for $50 million to fund the creation of a new telephone system for the small business market. The company's last entry into this marketplace lost $70 million. The new product would face 100 competitors in a market believed to be at zero growth rate. Should the investment proposal be accepted?

    Keywords: Risk and Uncertainty; Communication Technology; Market Entry and Exit; Corporate Entrepreneurship; Investment; Product Development; Telecommunications Industry; Canada;

    Citation:

    Dolan, Robert J. "Northern Telecom (A): Greenwich Investment Proposal (Condensed)." Harvard Business School Case 594-051, October 1993. (Revised September 1994.) View Details
  31. Northern Telecom (B): The Norstar Launch

    Robert J. Dolan

    Northern Telecom has spent $50 million to develop a new family of telephone systems for small businesses. The investment proposal was justified on the basis of appreciable market share impact. Now, the project team must develop the appropriate supporting marketing program for the launch of the product in two markets--the United States and Canada.

    Keywords: Communication Technology; Investment; Product Launch; Product Development; Telecommunications Industry; Canada; United States;

    Citation:

    Dolan, Robert J. "Northern Telecom (B): The Norstar Launch." Harvard Business School Case 593-104, April 1993. (Revised June 1993.) View Details
  32. Bayerische Motoren Werke AG (BMW)

    Robert J. Dolan

    In 1992, BMW attempts to revive its position in the United States market. In 1991, unit sales had fallen to 53,000 from 88,000 in 1987. The new CEO of North America considers a multifaceted plan to turn around the situation.

    Keywords: Product Positioning; Marketing Strategy; Multinational Firms and Management; Market Entry and Exit; Sales; Manufacturing Industry; Auto Industry; Germany; North America;

    Citation:

    Dolan, Robert J. "Bayerische Motoren Werke AG (BMW)." Harvard Business School Case 593-082, April 1993. (Revised June 1993.) View Details
  33. Northern Telecom (A): Greenwich Investment Proposal

    Robert J. Dolan

    The business products division has developed a business proposal asking for $50 million to fund the creation of a new telephone system for the small business market. The company's last entry into this marketplace lost $70 million. The new product would face 100 competitors in a market believed to be at zero growth rate. Should the investment proposal be accepted?

    Keywords: Risk and Uncertainty; Communication Technology; Market Entry and Exit; Corporate Entrepreneurship; Investment; Product Development; Telecommunications Industry; Canada;

    Citation:

    Dolan, Robert J. "Northern Telecom (A): Greenwich Investment Proposal." Harvard Business School Case 593-103, April 1993. (Revised May 1993.) View Details
  34. Marketing Planning and Organization

    Robert J. Dolan

    Presents guidelines for effective marketing planning. Provides a general outline of the contents of a typical marketing plan, the process by which the plan is developed, and considers the benefits successful firms reap from their planning efforts and the problems that mark the efforts of the not-so-successful users of marketing planning. Provides a framework for examining the relationship between a firm's strategy and the design of its marketing organization. Discusses how marketing organizations are structured and some basic principles of organization design.

    Keywords: Marketing Strategy; Planning; Design;

    Citation:

    Dolan, Robert J. "Marketing Planning and Organization." Harvard Business School Background Note 585-106, September 1984. (Revised March 1993.) View Details
  35. Federated Industries (A)

    Robert J. Dolan

    The market leader in an overcapacity industry with a commodity product is trying to restore industry price levels. Price cutting has hurt overall industry price levels and the leader must determine whether (and how) to bring up price levels or exit the market.

    Keywords: Supply and Industry; Market Entry and Exit; Price; Goods and Commodities; Competition; Consumer Products Industry; United States;

    Citation:

    Dolan, Robert J. "Federated Industries (A)." Harvard Business School Case 585-104, September 1984. (Revised December 1992.) View Details
  36. Strategic Industry Model: Emergent Technologies

    Robert J. Dolan

    Describes computer model and output from conjoint analysis and perceptual mapping for product line planning.

    Keywords: Mathematical Methods; Product Marketing;

    Citation:

    Dolan, Robert J. "Strategic Industry Model: Emergent Technologies." Harvard Business School Background Note 592-086, March 1992. (Revised June 1992.) View Details
  37. Concept Testing

    Robert J. Dolan

    Describes concept testing products. Presents guidelines for effective design, execution, and interpretation of test procedures. Discusses limitations of these techniques and sets out the situations for which they are appropriate.

    Keywords: Marketing; Mathematical Methods; Forecasting and Prediction;

    Citation:

    Dolan, Robert J. "Concept Testing." Harvard Business School Background Note 590-063, November 1989. (Revised March 1992.) View Details
  38. Researching and Monitoring Consumer Markets

    Robert J. Dolan

    Describes the major research techniques for consumer goods new product development, i.e. pre-test markets and electronic purchase monitoring. Provides students with information on availability and utility of these services.

    Keywords: Demand and Consumers; Product Marketing; Product Development; Research;

    Citation:

    Dolan, Robert J. "Researching and Monitoring Consumer Markets." Harvard Business School Background Note 592-088, March 1992. View Details
  39. Industrial Market Research: Beta Test Site Management

    Robert J. Dolan

    Describes the role of BETA tests in the new product development process and presents guidelines for effective test program development.

    Keywords: Product Development; Mathematical Methods; Marketing;

    Citation:

    Dolan, Robert J. "Industrial Market Research: Beta Test Site Management." Harvard Business School Background Note 592-010, August 1991. View Details
  40. New York Life Insurance Co.: Pension Department

    Robert J. Dolan

    Analyzes competition in the pension fund industry. In particular, New York Life must decide whether to compete head-to-head with mutual fund giants by offering record-keeping services or to just continue to focus on selling investment products. Presents the results of market research studies conducted to answer the question.

    Keywords: Competition; Financial Instruments; Insurance Industry; Financial Services Industry;

    Citation:

    Dolan, Robert J. "New York Life Insurance Co.: Pension Department." Harvard Business School Case 591-051, March 1991. (Revised May 1991.) View Details
  41. Perceptual Mapping: A Manager's Guide

    Robert J. Dolan

    Describes the perceptual mapping technique in a non-technical fashion. The procedure is useful for the depiction of the structure of the market. Discusses alternative methods, presents examples of each, and shows how the maps can be used in marketing decision making.

    Keywords: Mathematical Methods; Industry Structures; Marketing;

    Citation:

    Dolan, Robert J. "Perceptual Mapping: A Manager's Guide." Harvard Business School Background Note 590-121, July 1990. View Details
  42. Conjoint Analysis: A Manager's Guide

    Robert J. Dolan

    Presents a non-technical description of the conjoint analysis methodology. Discusses the process by which such a study is done and cites areas of application.

    Keywords: Marketing; Mathematical Methods; Forecasting and Prediction;

    Citation:

    Dolan, Robert J. "Conjoint Analysis: A Manager's Guide." Harvard Business School Background Note 590-059, May 1990. View Details
  43. Clark Material Handling Group-Overseas: Brazilian Product Strategy (A&B) (Condensed)

    Robert J. Dolan

    Assumes some knowledge of conjoint analysis. Permits analysis of basic results and dynamic market simulations in one class session.

    Keywords: Mathematical Methods; Marketing;

    Citation:

    Dolan, Robert J. "Clark Material Handling Group-Overseas: Brazilian Product Strategy (A&B) (Condensed)." Harvard Business School Case 590-081, April 1990. View Details
  44. MSA: The Software Company--Planning the AMAPs Product Line

    Robert J. Dolan

    MSA has commissioned a major market research study to assess demand potential for a computer software system designed for aerospace and defense contractors. Students must evaluate the results of the study (including a conjoint analysis) to assess whether MSA should invest in R&D to upgrade the technology or build a sales organization.

    Keywords: Product; Marketing; Mathematical Methods; Software;

    Citation:

    Dolan, Robert J. "MSA: The Software Company--Planning the AMAPs Product Line." Harvard Business School Case 590-069, January 1990. (Revised February 1990.) View Details
  45. Performance Curves: Costs, Prices, and Value

    Robert J. Dolan and Benson P. Shapiro

    Explains the concept of a family of performance curves. The most well known is the price/performance curve relating the prices of items in a product line to their performance. Also discusses the cost/performance curve and its impact on product positioning, product line length, and technological options. Also introduces a reservation price or value/performance curve. All are considered in the context of competitive behavior.

    Keywords: Cost vs Benefits; Price; Product Positioning; Performance; Competition; Value;

    Citation:

    Dolan, Robert J., and Benson P. Shapiro. "Performance Curves: Costs, Prices, and Value." Harvard Business School Background Note 590-010, September 1989. View Details
  46. Research Methods in Marketing: Survey Research

    Robert J. Dolan

    Presents basic issues in survey research, covering both measurement and sampling error. The intention is to consider each element of the survey process: problem statement, questionnaire design, sampling, and data analysis.

    Keywords: Mathematical Methods; Surveys; Marketing;

    Citation:

    Dolan, Robert J. "Research Methods in Marketing: Survey Research." Harvard Business School Background Note 582-055, December 1981. (Revised September 1986.) View Details
  47. Vicks Health Care Division: Project Scorpio (A), (B), (B1), (C), and (C), Student Assignment, Teaching Note

    Robert J. Dolan

    Teaching Note for (9-582-039), (9-582-040), (9-582-041), (9-582-042), and (9-583-009).

    Citation:

    Dolan, Robert J. "Vicks Health Care Division: Project Scorpio (A), (B), (B1), (C), and (C), Student Assignment, Teaching Note." Harvard Business School Teaching Note 585-109, September 1984. (Revised November 1985.) View Details
  48. Sealed Air Corporation

    Robert J. Dolan

    Market leadership and technological innovation have marked Sealed Air's participation in the U.S. protective packaging market. Several small regional producers have introduced products which are less effective than Sealed Air's but similar in appearance and cheaper. The company must determine its response to this new competition. Feasible options range from doing nothing to introducing a new product. Raises product line management issues, particularly cannibalization, and affords the opportunity for the development of a marketing plan for any new product introduction. Software for this case is available (9-587-513).

    Keywords: Product Marketing; Product; Technological Innovation; Supply and Industry; Competitive Advantage; Consumer Products Industry; United States;

    Citation:

    Dolan, Robert J. "Sealed Air Corporation." Harvard Business School Case 582-103, March 1982. (Revised September 1985.) View Details
  49. Milford Industries (B)

    Robert J. Dolan and Benson P. Shapiro

    Supplements the (A) case. A rewritten version of part of an earlier series.

    Keywords: Managerial Roles; Salesforce Management; Resignation and Termination; Performance Evaluation;

    Citation:

    Dolan, Robert J., and Benson P. Shapiro. "Milford Industries (B)." Harvard Business School Supplement 584-013, August 1983. (Revised June 1985.) View Details
  50. Henkel Group: Umbrella Branding and Globalization Decisions

    Robert J. Dolan

    Henkel's adhesive group is considering a major change in the international selling of its two major adhesives products for households. The proposed strategy is based on two concepts: umbrella branding and global standardization.

    Keywords: Brands and Branding; Marketing Strategy; Globalization; Expansion; Consumer Products Industry;

    Citation:

    Dolan, Robert J. "Henkel Group: Umbrella Branding and Globalization Decisions." Harvard Business School Case 585-185, June 1985. View Details
  51. Milford Industries (C)

    Robert J. Dolan and Benson P. Shapiro

    Supplements the (A) case. A rewritten version of part of an earlier series.

    Keywords: Managerial Roles; Salesforce Management; Resignation and Termination; Performance Evaluation;

    Citation:

    Dolan, Robert J., and Benson P. Shapiro. "Milford Industries (C)." Harvard Business School Supplement 584-014, August 1983. (Revised June 1985.) View Details
  52. Henkel Corp.: International Sealants Brand SISTA (A)

    Robert J. Dolan

    Corporate headquarters wishes to expand sales of a sealant product currently sold only in the West German market. Regional affiliates, operating on a profit center basis, are not enthusiastic about taking on the new product. The case describes the company's standardization plan in which the same product would be marketed with a standardized strategy throughout Europe.

    Keywords: Marketing Strategy; Globalization; Expansion; Profit; Conflict Management; Consumer Products Industry; Construction Industry; Europe; West Germany;

    Citation:

    Dolan, Robert J. "Henkel Corp.: International Sealants Brand SISTA (A)." Harvard Business School Case 585-099, September 1984. View Details
  53. Henkel Corp.: International Sealants Brand SISTA (B)

    Robert J. Dolan

    Describes the outcome of implementation of the standardized plan described in Henkel (A).

    Keywords: Marketing Strategy; Globalization; Expansion; Profit; Conflict Management; Outcome or Result; Consumer Products Industry; Construction Industry; Europe; West Germany;

    Citation:

    Dolan, Robert J. "Henkel Corp.: International Sealants Brand SISTA (B)." Harvard Business School Case 585-100, September 1984. View Details

    Research Summary

  1. Product Policy and Pricing

    by Robert J. Dolan

    Robert J. Dolan's continuing research on marketing issues focuses on pricing policy and new products. His research program encompasses the development of both cases and conceptual models. Dolan's focus is the proper utilization of customer input in the new-product development process. Early results of his research are reported in New Product Development: An Analytical Approach, and in an article (co-authored with John Matthews). The findings of Dolan's pricing research, reported in a recent Harvard Business Review article, are the basis for a new book, Power Pricing: How Price Transforms the Bottom Line (co-authored with Hermann Simon of Germany).