Benson P. Shapiro

Malcolm P. McNair Professor of Marketing, Emeritus

Benson P. Shapiro is a well-known authority on marketing strategy and sales management with particular interests in pricing, product line planning, and marketing organization. He is also the Malcolm P. McNair Professor of Marketing Emeritus at the Harvard Business School where he taught full-time from 1970 to 1997. Since 1997, Professor Shapiro has concentrated his professional time on consulting, speeches, boards of directors, and writing. He continues to teach at Harvard, and in the recent past has taught in several executive programs including the CEO Program, Young Presidents' Program, and Business Marketing Strategy, and has chaired the Sustainable Marketing Leadership for Mid-Sized Firms Program.

He has served as a consultant to over 300 companies including startups, medium-size firms, and large international corporations. And, he has participated in well over 160 executive education programs outside of Harvard for corporations and associations. During his 27 years on the full-time Harvard faculty, he taught a wide variety of MBA courses including Industrial Marketing, Sales Management, Creative Marketing Strategy, Integrated Product Line Management, and participated in many executive programs. Professor Shapiro has also held many adminstrative positions including Senior Associate Dean for Publications, Research Director, Head of the Required MBA Marketing Course, and Faculty Chair for Strategic Marketing Management, a two-week program for senior marketing executives. He is the author or editor of 14 books, and 19 Harvard Business Review articles including "Leveraging to Beat the Odds: The New Marketing Mind-Set," "What the Hell is Market Oriented?", "Manage Customers for Profits, Not Just Sales" and "Staple Yourself to an Order". Two of his most recent books, both co-edited, are Seeking Customers and Keeping Customers from the HBS Press. Professor Shapiro holds a BSE (Chemical Engineering) from the University of Michigan as well as MBA and DBA degrees from Harvard.

Ben Shapiro has an office located in Concord, MA: B.P. Shapiro, Inc., 80 Thoreau Street, Concord, MA 01742-2409 Phone: (978) 369-7599, Fax: (978) 287-4006, E-Mail: bshapiro@hbs.edu

Books

  1. Business Marketing Strategy: Cases, Concepts, and Applications

    Keywords: Marketing Strategy;

    Citation:

    Rangan, V. K., B. P. Shapiro, and R. T. Moriarty Jr. Business Marketing Strategy: Cases, Concepts, and Applications. Burr Ridge, IL: Irwin, 1995.
  2. Business Marketing Strategy: Cases, Concepts, and Applications, Instructor's Manual

    Keywords: Marketing Strategy;

    Citation:

    Rangan, V. K., B. P. Shapiro, and R. T. Moriarty Jr. Business Marketing Strategy: Cases, Concepts, and Applications, Instructor's Manual. Burr Ridge, IL: Irwin, 1995.
  3. Marketing Management: Readings from Theory to Practice

    Keywords: Marketing; Management; Theory; Practice;

    Citation:

    Shapiro, B. P., R. J. Dolan, and J. A. Quelch. Marketing Management: Readings from Theory to Practice. Homewood, IL: Richard D. Irwin, 1985.
  4. Marketing Management: Principles, Analysis and Applications

    Keywords: Marketing; Management; Theory;

    Citation:

    Shapiro, B. P., R. J. Dolan, and J. Quelch. Marketing Management: Principles, Analysis and Applications. Homewood, IL: Richard D. Irwin, 1985.
  5. Marketing Management: Strategy, Planning and Implementation

    Keywords: Marketing; Management; Strategy; Planning;

    Citation:

    Shapiro, B. P., R. J. Dolan, and J. A. Quelch. Marketing Management: Strategy, Planning and Implementation. Homewood, IL: Richard D. Irwin, 1985.

Journal Articles

  1. Raise Your Prices!

    Keywords: Price;

    Citation:

    Cespedes, Frank V., Elliot Ross, and Benson P. Shapiro. "Raise Your Prices!" Wall Street Journal (May 24, 2010).
  2. Why Bad Things Happen to Good Companies

    Keywords: Business Ventures;

    Citation:

    Tedlow, Richard S., Benson P. Shapiro, and Adrian Jurij Slywotzky. "Why Bad Things Happen to Good Companies." Strategy & Business (Second Quarter 1996), 16–26.
  3. Why Great Companies Go Wrong

    Keywords: Business Ventures;

    Citation:

    Tedlow, Richard S., Benson P. Shapiro, and Adrian Jurij Slywotzky. "Why Great Companies Go Wrong." New York Times (November 6, 1994).
  4. Staple Yourself to an Order

    Citation:

    Shapiro, B. P., V. K. Rangan, and J. J. Sviokla. "Staple Yourself to an Order." Harvard Business Review 70, no. 4 (July–August 1992): 113–122.
  5. Manage Customers for Profits (Not Just Sales)

    Keywords: Customers; Profit; Management; Sales;

    Citation:

    Shapiro, Benson P., V. K. Rangan, Rowland T. Moriarty, and Elliot Ross. "Manage Customers for Profits (Not Just Sales)." Harvard Business Review 65, no. 5 (September–October 1987).

Cases and Teaching Materials

  1. SafeBlend Fracturing, Spreadsheet for Instructors (Brief Case)

    Citation:

    Shapiro, Benson P., Frank V. Cespedes, and Alisa Zalosh. "SafeBlend Fracturing, Spreadsheet for Instructors (Brief Case)." Harvard Business School Spreadsheet Supplement 914-516, September 2013.
  2. SafeBlend Fracturing, Spreadsheet for Students (Brief Case)

    Citation:

    Shapiro, Benson P., Frank V. Cespedes, and Alisa Zalosh. "SafeBlend Fracturing, Spreadsheet for Students (Brief Case)." Harvard Business School Spreadsheet Supplement 914-515, September 2013.
  3. SafeBlend Fracturing (Brief Case)

    Citation:

    Shapiro, Benson P., Frank V. Cespedes, and Alisa Zalosh. "SafeBlend Fracturing (Brief Case)." Harvard Business School Teaching Note 914-514, September 2013.
  4. SafeBlend Fracturing

    The CEO of SafeBlend Technologies must set a price for the company's environmentally friendly fracturing fluid additive. The firm is negotiating a new contract with its biggest client, Bristol Natural Gas. For the last two years, SafeBlend has been the sole provider of additives to Bristol due to aggressive negotiation and limited competition. New competitors are entering the market and the CEO believes one competitor is prepared to offer Bristol a chemically free additive for 50% less per gallon than SafeBlend. Anticipating lower bids from competitors, he considers reducing the price in the new contract to maintain the relationship with Bristol—despite the impact on revenue. However, the competition may not be able to supply enough additive to meet all of Bristol's needs, so he also considers the impact of setting a more competitive and profitable price that assumes losing only a portion of Bristol's business.

    Keywords: Technology; Customer Relationship Management; Price; Negotiation; Competitive Advantage; Environmental Sustainability; Energy Sources; Sales; Energy Industry;

    Citation:

    Shapiro, Benson P., Frank V. Cespedes, and Alisa Zalosh. "SafeBlend Fracturing." Harvard Business School Brief Case 914-513, September 2013.
  5. Ti-Tech (A)

    This case concerns the selection and scheduling of orders by a small industrial titanium fabricator that recently has been plagued by poor deliveries and a lack of capacity. At the time of the case, Ti-Tech must decide which of four orders to accept, with capacity making it impossible to accept all four. Each order represents a different mix of labor, revenues, and potential future work. The case forces the student to choose among the four orders, given limited capacity available, other business likely to come along, and the requirements of each order. The case is an updated version of Fabtek (A).

    Keywords: Decision Choices and Conditions; Metals and Minerals; Order Taking and Fulfillment; Supply Chain Management; Performance Capacity; Industrial Products Industry; Manufacturing Industry;

    Citation:

    Shapiro, Benson P., John T. Gourville, and Craig E. Cline. "Ti-Tech (A)." Harvard Business School Case 508-095, April 2008. (Revised May 2012.)
  6. Olympia Machine Company, Inc.

    The management team of an industrial equipment supplier is debating the company's method of compensating salespeople. Different executives have offered different alternatives to the current method of straight salary plus expenses. Each option has different implications for business strategy, organization, control systems, and sales management requirements. As a result, the case raises issues and analytics relevant to topics such as aligning strategy and organization, strategy implementation, and cross-functional incentive systems as well as sales management.

    Keywords: Governance Controls; Compensation and Benefits; Mission and Purpose; Salesforce Management; Motivation and Incentives; Business Strategy; Industrial Products Industry;

    Citation:

    Cespedes, Frank V., and Benson P. Shapiro. "Olympia Machine Company, Inc." Harvard Business School Case 708-490, February 2008. (Revised August 2011.)
  7. Pricing, Profits, and Customer Value

    This note discusses how some firms (start-ups and established companies) maximize customer value and profits via their pricing processes. It is aimed at companies that compete on the basis of performance initiatives rather than absolute cost advantages and low price. It is suitable for use in courses or modules in pricing, entrepreneurial management, strategy, or marketing.

    Keywords: Customer Focus and Relationships; Customer Value and Value Chain; Cost; Price; Profit; Performance Effectiveness; Sales; Competitive Strategy;

    Citation:

    Cespedes, Frank V., Benson P. Shapiro, and Elliot B. Ross. "Pricing, Profits, and Customer Value." Harvard Business School Background Note 811-016, September 2010. (Revised August 2011.)
  8. Curled Metal Inc.—Engineered Products Division

    Curled Metal Incorporated has declining sales but has developed a new product (curled metal pile driver pads) that, in field tests, deliver customer benefits that are many times CMI's manufacturing costs. Joseph Fernandez and Rajiv Sanwal of CMI's Engineered Products Division are responsible for formulating a strategy for the new product. A key issue is the price to charge for the pads. The case raises issues of analyzing market potential, aligning price with business strategy, and the implications of a price on development and execution of integrated strategic options.

    Keywords: Price; Product Launch; Product Positioning; Business Strategy;

    Citation:

    Shapiro, Benson P., and Frank V. Cespedes. "Curled Metal Inc.—Engineered Products Division." Harvard Business School Case 709-434, October 2008. (Revised March 2011.)
  9. Hearts On Fire - Brand Development Manager

    Hearts On Fire, a successful branded diamond producer, established the position of Brand Development Manager (BDM) to build the company's presence, sales, and relationships with its retail customers. After one year, the CEO, CFO and President must evaluate the impact of the BDM on retail customers, the type of person required to be successful in this position, internal coordination issues with the company's sales force, and the financial returns versus other uses of capital for the company. The case raises issues in aligning business strategy and sales management systems, motivating and managing resellers, people selection, and financial analysis of alternatives.

    Keywords: Customer Focus and Relationships; Investment Return; Brands and Branding; Marketing Strategy; Business Processes; Salesforce Management; Business Strategy;

    Citation:

    Cespedes, Frank V., and Benson P. Shapiro. "Hearts On Fire - Brand Development Manager." Harvard Business School Case 709-436, September 2008. (Revised June 2010.)
  10. Ti-Tech (B)

    This case concerns the selection and scheduling of orders by a small industrial titanium fabricator that recently has been plagued by poor deliveries and a lack of capacity. At the time of the case, Ti-Tech must decide which of four orders to accept, with capacity making it impossible to accept all four. Each order represents a different mix of labor, revenues, and potential future work. The case forces the student to choose among the four orders, given limited capacity available, other businesses likely to come along, and the requirements of each order. The case is an updated version of an earlier supplement, Fabtek (B). It should be distributed in class after discussion of the (A) case.

    Keywords: Decisions; Order Taking and Fulfillment; Production; Performance Capacity; Marketing Strategy; Bids and Bidding; Manufacturing Industry; Industrial Products Industry; United States;

    Citation:

    Shapiro, Benson P., and John T. Gourville. "Ti-Tech (B)." Harvard Business School Supplement 508-096, April 2008.
  11. Milford Industries (A)

    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.)
  12. Sustainable Marketing Leadership

    Keywords: Leadership; Marketing;

    Citation:

    Shapiro, Benson P. "Sustainable Marketing Leadership." Harvard Business School Publishing Case, 2003. (Note #9-999-009.)
  13. Bridge the Gap Between Strategy and Tactics with the Magic Matrix

    Keywords: Management Analysis, Tools, and Techniques; Strategy;

    Citation:

    Shapiro, Benson P. "Bridge the Gap Between Strategy and Tactics with the Magic Matrix." Harvard Business School Publishing Case, 2003. (Note #9-999-008.)
  14. Sprint Selling and Turbo-Charged Market Development

    Keywords: Marketing Strategy;

    Citation:

    Shapiro, Benson P. "Sprint Selling and Turbo-Charged Market Development." Boston: Harvard Business School Publishing Class Lecture, 2003. Electronic. (Faculty Lecture: HBSP Product Number 1504C.)
  15. Commodities, Specialties and the Great In-Between

    Keywords: Profit; Goods and Commodities;

    Citation:

    Shapiro, Benson P. "Commodities, Specialties and the Great In-Between." Harvard Business School Publishing Case, 2002. (Note #9-999-005.)
  16. Creating the Customer-Centric Team: Coordinating Sales and Marketing

    Keywords: Marketing; Groups and Teams; Sales; Customer Focus and Relationships;

    Citation:

    Shapiro, Benson P. "Creating the Customer-Centric Team: Coordinating Sales and Marketing." Harvard Business School Publishing Case, 2002. (Note #9-999-006.)
  17. Performance-Based Pricing Is More Than Pricing

    Keywords: Price; Performance;

    Citation:

    Shapiro, Benson P. "Performance-Based Pricing Is More Than Pricing." Harvard Business School Publishing Case, 2002. (Note #9-999-007.)
  18. Sprint Sell to Close Sales Quickly

    Keywords: Sales;

    Citation:

    Shapiro, Benson P. "Sprint Sell to Close Sales Quickly." Harvard Business School Publishing Case, 2001. (Note #9-999-004.)
  19. Interep National Radio Sales, Inc.

    Interep must mobilize sales information technology, organizational structures, and sales management processes to protect and enhance its strong position as a radio advertising sales firm. Opportunities and risks are high in this complex, rapidly changing sales agency business.

    Keywords: Management Practices and Processes; Sales; Strategy; Information Technology; Advertising; Risk and Uncertainty; Opportunities; Fluctuation; Media and Broadcasting Industry; Advertising Industry; New York (state, US);

    Citation:

    Shapiro, Benson P., Stephen X. Doyle, and Wade Myers. "Interep National Radio Sales, Inc." Harvard Business School Case 999-011, April 1999. (Revised September 2000.)
  20. Strategic Sales Management: A Boardroom Issue

    Explains why sales management has become an increasingly important and complex topic for top managers. Demonstrates the financial impact of a superior salesforce and then describes a way to gain superiority. The focus is on a salesforce that is responsive to customer needs and competing imperatives. Organization and management receive careful attention.

    Keywords: Salesforce Management; Strategy;

    Citation:

    Shapiro, Benson P., Stephen X. Doyle, and Adrian J. Slywotsky. "Strategic Sales Management: A Boardroom Issue." Harvard Business School Background Note 595-018, November 1994. (Revised May 1998.)
  21. Commodity Busters

    Keywords: Price; Goods and Commodities;

    Citation:

    Shapiro, Benson P. "Commodity Busters." Harvard Business School Publishing Case, 1998. (Note #9-999-001.)
  22. The High Impact Salesforce

    Keywords: Salesforce Management;

    Citation:

    Shapiro, Benson P. "The High Impact Salesforce." Harvard Business School Publishing Case, 1998. (Note #9-999-002.)
  23. Precision Pricing for Profit in the New World Order

    Keywords: Price; Profit; Customers;

    Citation:

    Shapiro, Benson P. "Precision Pricing for Profit in the New World Order." 1998. (Note #9-999-003.)
  24. Buy Low, Sell High: Creating and Extracting Customer Value by Enhancing Organizational Performance

    Provides an integrated framework for creating customer value and managing the firm profitably. Focuses on the use of product/service line management and effective customer service to achieve customer satisfaction and high profitability.

    Keywords: Customer Value and Value Chain; Framework; Performance Efficiency; Sales; Business Strategy; Customer Satisfaction; Profit; Product Marketing; Business or Company Management;

    Citation:

    Shapiro, Benson P. "Buy Low, Sell High: Creating and Extracting Customer Value by Enhancing Organizational Performance." Harvard Business School Background Note 597-071, January 1997.
  25. Howard, Shea & Chan Asset Management (A)

    A medium-sized investment management firm is attempting to decide whether to try to grow, and if so, how. It is a complicated decision because the managing partner and her colleagues have significantly different views. This case provides the background on the industry, firm, and situation.

    Keywords: Partners and Partnerships; Decision Making; Sales; Growth and Development Strategy; Financial Services Industry;

    Citation:

    Shapiro, Benson P. "Howard, Shea & Chan Asset Management (A)." Harvard Business School Case 597-021, August 1996. (Revised October 1996.)
  26. Howard, Shea & Chan Asset Management(C): Recruiting and Selecting a Salesperson

    Goes to the heart of the sales strategy issues by asking discussion participants to: 1) develop a salesperson recruiting process, 2) choose among four resumes, and 3) develop a sales compensation approach.

    Keywords: Compensation and Benefits; Recruitment; Salesforce Management; Strategy;

    Citation:

    Shapiro, Benson P. "Howard, Shea & Chan Asset Management(C): Recruiting and Selecting a Salesperson." Harvard Business School Case 597-023, August 1996. (Revised October 1996.)
  27. Howard, Shea & Chan Asset Management (D): Sales Presentation

    Provides the context and hard copy material to accompany a video sales presentation. Participants are asked to develop criteria for evaluating a sales presentation and then to apply the criteria to the video presentation.

    Keywords: Sales; Presentations; Performance Evaluation;

    Citation:

    Shapiro, Benson P. "Howard, Shea & Chan Asset Management (D): Sales Presentation." Harvard Business School Case 597-024, August 1996. (Revised October 1996.)
  28. Howard, Shea & Chan Asset Management (D): Sales Presentation, Video

    Presents a sales presentation, allowing students and executive participants to develop a set of criteria for such a presentation and apply them to a real one.

    Keywords: Presentations; Sales; Financial Services Industry;

    Citation:

    Shapiro, Benson P. "Howard, Shea & Chan Asset Management (D): Sales Presentation, Video." Harvard Business School Video Supplement 597-501, September 1996.
  29. Stock Bank Inc.

    Keywords: Banking Industry;

    Citation:

    Shapiro, Benson P. "Stock Bank Inc." Harvard Business School Case 596-071, November 1995. (Revised August 1996.)
  30. Howard, Shea & Chan Asset Management (B); The Partnership Meeting

    Continues the plot about growth and sales strategies, and adds interesting pricing and sales compensation elements. The partners' meeting sharpens the disagreements among the five partners, and forces Anne Howard, the managing partner, to develop a clear action plan.

    Keywords: Growth and Development Strategy; Price; Sales; Strategy; Asset Management; Partners and Partnerships; Service Industry;

    Citation:

    Shapiro, Benson P. "Howard, Shea & Chan Asset Management (B); The Partnership Meeting." Harvard Business School Case 597-022, August 1996.
  31. The Mid-Sized Company President's Role in Marketing and Sales

    Keywords: Managerial Roles; Marketing; Sales;

    Citation:

    Shapiro, Benson P. "The Mid-Sized Company President's Role in Marketing and Sales." Harvard Business School Background Note 595-056, January 1995.
  32. Why Bad Things Happen to Good Companies

    Describes the Darwinian internal and external processes that lead to poor performance from a previously well performing company. Demonstrates why any business design eventually fails and the role of organizational calcification and poor leadership in the failure. Also provides prescriptions to prevent and alleviate the problems.

    Keywords: Leadership; Management Practices and Processes; Organizational Design; Failure; Performance;

    Citation:

    Shapiro, Benson P., Adrian J. Slywotsky, and Richard S. Tedlow. "Why Bad Things Happen to Good Companies." Harvard Business School Background Note 595-045, November 1994.
  33. Cumberland Metal Industries (A), (B), (C), and (D), Teaching Note

    Teaching Note for (9-578-170), (9-578-171), (9-578-172), and (9-578-173).

    Keywords: Industrial Products Industry;

    Citation:

    Shapiro, Benson P. "Cumberland Metal Industries (A), (B), (C), and (D), Teaching Note." Harvard Business School Teaching Note 584-096, April 1984. (Revised October 1994.)
  34. Cumberland Metal Industries (B): Model Year 1978 Results with Beta Motors

    Designed as a class hand-out after discussion of the (A) case.

    Keywords: Auto Industry;

    Citation:

    Shapiro, Benson P. "Cumberland Metal Industries (B): Model Year 1978 Results with Beta Motors." Harvard Business School Supplement 578-171, May 1978. (Revised October 1994.)
  35. Cumberland Metal Industries (C): Model Year 1979 Negotiations with Beta Motors

    Designed as a class hand-out after discussion of the (A) and (B) cases.

    Keywords: Auto Industry;

    Citation:

    Shapiro, Benson P. "Cumberland Metal Industries (C): Model Year 1979 Negotiations with Beta Motors." Harvard Business School Supplement 578-172, May 1978. (Revised October 1994.)
  36. Cumberland Metal Industries (D): Model Year 1979 Results with Beta Motors

    Designed as a class hand-out after discussion of the (A), (B), and (C) cases.

    Keywords: Auto Industry;

    Citation:

    Shapiro, Benson P. "Cumberland Metal Industries (D): Model Year 1979 Results with Beta Motors." Harvard Business School Supplement 578-173, May 1978. (Revised October 1994.)
  37. Cumberland Metal Industries (A): Model Year 1978 Negotiations with Beta Motors

    Provides the background on Cumberland Metal Industries' entry into the automotive components market as a supplier of emission control equipment parts. Cumberland Metal must decide what bid to quote on Beta Motor's 1978 model year business. The company previously had a three-year contract for 100% of Beta's business, but it is now faced with a competitive situation in which a small market share, yet one greater than 50%, is a virtual certainty.

    Keywords: Decisions; Bids and Bidding; Market Participation; Negotiation; Competitive Strategy; Manufacturing Industry;

    Citation:

    Shapiro, Benson P. "Cumberland Metal Industries (A): Model Year 1978 Negotiations with Beta Motors." Harvard Business School Case 578-170, April 1978. (Revised October 1994.)
  38. GenRad, Inc.--1990 (A): At a Crossroads in Electronic Test

    Citation:

    Shapiro, Benson P., and Raphael R. Carty. "GenRad, Inc.--1990 (A): At a Crossroads in Electronic Test." Harvard Business School Case 592-045, October 1991. (Revised September 1994.)
  39. GenRad, 1990 (B): The VXIbus Standard

    Keywords: Standards; Electronics Industry;

    Citation:

    Carty, Raphael R., and Benson P. Shapiro. "GenRad, 1990 (B): The VXIbus Standard." Harvard Business School Case 593-005, June 1993. (Revised September 1994.)
  40. Fabtek (A) & (B) TN

    Teaching Note for (9-592-095) and (9-592-096).

    Citation:

    Shapiro, Benson P. "Fabtek (A) & (B) TN." Harvard Business School Teaching Note 593-006, September 1992. (Revised April 1993.)
  41. United States from 1897 to 1969

    Keywords: United States;

    Citation:

    Shapiro, Benson P. "United States from 1897 to 1969." Harvard Business School Background Note 593-083, February 1993. (Revised March 1993.)
  42. Fabtek (A)

    Concerns the selection and scheduling of orders by a small industrial titanium fabricator that in recent months has been plagued by poor deliveries and a lack of capacity. Four orders are offered, from which the student must select one. Each order represents different order-mix/customer situation issues. The case forces the student to choose among the four orders, given conflicting estimates of capacity available, other business likely to come along, and the requirements of each order. A rewritten version of an earlier case.

    Keywords: Customer Relationship Management; Business or Company Management; Time Management; Performance Capacity;

    Citation:

    Moriarty, Rowland T., Jr., Benson P. Shapiro, and Craig E. Cline. "Fabtek (A)." Harvard Business School Case 592-095, May 1992. (Revised November 1992.)
  43. Amalgamated Aluminum Alloy Division, Teaching Note

    Keywords: Mining Industry;

    Citation:

    Shapiro, Benson P., and John A. Quelch. "Amalgamated Aluminum Alloy Division, Teaching Note." Harvard Business School Teaching Note 591-121, May 1991. (Revised July 1992.)
  44. Fabtek (B)

    Presents an urgent order for repair service from an important customer who had purchased an item from a competitor. The item, which TiFab had bid on, went out at a price that TiFab predicted was below the amount necessary to ensure quality manufacture. Now the customer needs to have the unit, part of a much larger production system, repaired and is willing to pay a very high price. The student must choose a price for this order, and decide whether to take it. Should be handed out in class after discussion of the (A) case. A rewritten version of an earlier supplement.

    Keywords: Price; Bids and Bidding; Production; Quality; Competitive Strategy;

    Citation:

    Moriarty, Rowland T., Jr., and Benson P. Shapiro. "Fabtek (B)." Harvard Business School Supplement 592-096, May 1992.
  45. The Marketing Mix

    Reviews important concepts related to the marketing mix, and summarizes key relationships within the mix and between the mix and other parts of the company's marketing approach.

    Keywords: Marketing;

    Citation:

    Shapiro, Benson P. "The Marketing Mix." Harvard Business School Background Note 584-125, June 1984. (Revised April 1992.)
  46. Manage Orders, Satisfy Customers, Make Money

    Keywords: Customer Satisfaction; Order Taking and Fulfillment;

    Citation:

    Shapiro, Benson P., and John J. Sviokla. "Manage Orders, Satisfy Customers, Make Money." Harvard Business School Background Note 591-098, March 1991. (Revised October 1991.)
  47. Inland Steel Co. Product Policy (T): 1991 General Organization

    Keywords: Product; Steel Industry;

    Citation:

    Shapiro, Benson P. "Inland Steel Co. Product Policy (T): 1991 General Organization." Harvard Business School Supplement 592-044, October 1991.
  48. Integrated Product Line Management: Course Description, Requirements, and Assignments - Spring 1991

    Keywords: Product Marketing;

    Citation:

    Shapiro, Benson P. "Integrated Product Line Management: Course Description, Requirements, and Assignments - Spring 1991." Harvard Business School Course Overview Note 588-050, January 1988. (Revised July 1991.)
  49. Chase Manhattan Bank (A)

    Keywords: Banks and Banking; Banking Industry;

    Citation:

    Shapiro, Benson P. "Chase Manhattan Bank (A)." Harvard Business School Case 590-084, March 1990. (Revised April 1991.)
  50. Petite Playthings, Inc.--1984 (A) and (B), Teaching Note

    Teaching Note for (9-584-080) and (9-584-081).

    Keywords: Apparel and Accessories Industry;

    Citation:

    Shapiro, Benson P. "Petite Playthings, Inc.--1984 (A) and (B), Teaching Note." Harvard Business School Teaching Note 584-095, March 1984. (Revised April 1991.)
  51. Bella Beauty Products, Inc. (C)

    Keywords: Beauty and Cosmetics Industry;

    Citation:

    Shapiro, Benson P. "Bella Beauty Products, Inc. (C)." Harvard Business School Case 589-030, September 1988. (Revised April 1991.)
  52. Chase Manhattan Bank (B)

    Keywords: Banking Industry;

    Citation:

    Shapiro, Benson P. "Chase Manhattan Bank (B)." Harvard Business School Supplement 590-085, March 1990. (Revised April 1991.)
  53. Chase Manhattan Bank (C): The Individual Bank

    Keywords: Banks and Banking; Banking Industry;

    Citation:

    Shapiro, Benson P. "Chase Manhattan Bank (C): The Individual Bank." Harvard Business School Case 590-086, March 1990. (Revised April 1991.)
  54. Chase Manhattan Bank (D): The Global Bank

    Keywords: Banking Industry;

    Citation:

    Shapiro, Benson P. "Chase Manhattan Bank (D): The Global Bank." Harvard Business School Case 590-087, March 1990. (Revised April 1991.)
  55. Inland Steel Co. Product Policy (F): Quality Scheduling

    Keywords: Metals and Minerals; Steel Industry;

    Citation:

    Shapiro, Benson P., and Lawrence B. Levine. "Inland Steel Co. Product Policy (F): Quality Scheduling." Harvard Business School Supplement 587-139, March 1986. (Revised March 1991.)
  56. Morgan Construction Co. (A)

    Keywords: Construction Industry;

    Citation:

    Shapiro, Benson P. "Morgan Construction Co. (A)." Harvard Business School Case 587-105, January 1987. (Revised March 1991.)
  57. Nyman Manufacturing Co. (A)

    Keywords: Manufacturing Industry;

    Citation:

    Shapiro, Benson P. "Nyman Manufacturing Co. (A)." Harvard Business School Case 587-092, November 1986. (Revised February 1991.)
  58. Nyman Manufacturing Co. (B)

    Keywords: Manufacturing Industry;

    Citation:

    Shapiro, Benson P. "Nyman Manufacturing Co. (B)." Harvard Business School Case 587-093, November 1986. (Revised February 1991.)
  59. Chase Manhattan Bank (K): List of Characters

    Keywords: Banking Industry;

    Citation:

    Shapiro, Benson P. "Chase Manhattan Bank (K): List of Characters." Harvard Business School Supplement 590-094, March 1990. (Revised September 1990.)
  60. Petite Playthings, Inc.--1984 (A)

    Provides background information for the (B) case, in which a young sales person is asked for a bribe by an experienced children's wear buyer.

    Keywords: Crime and Corruption; Ethics; Information; Sales; Apparel and Accessories Industry;

    Citation:

    Shapiro, Benson P. "Petite Playthings, Inc.--1984 (A)." Harvard Business School Case 584-080, March 1984. (Revised August 1990.)
  61. Chase Manhattan Bank (H): International Individual Bank

    Keywords: Banking Industry;

    Citation:

    Shapiro, Benson P. "Chase Manhattan Bank (H): International Individual Bank." Harvard Business School Supplement 590-091, March 1990. (Revised May 1990.)
  62. Chase Manhattan Bank (G): International Institutional Sales

    Keywords: Banking Industry;

    Citation:

    Shapiro, Benson P. "Chase Manhattan Bank (G): International Institutional Sales." Harvard Business School Supplement 590-090, March 1990. (Revised March 1990.)
  63. Chase Manhattan Bank (I): Luxembourg Unit Trusts

    Keywords: Banking Industry;

    Citation:

    Shapiro, Benson P. "Chase Manhattan Bank (I): Luxembourg Unit Trusts." Harvard Business School Supplement 590-092, March 1990. (Revised March 1990.)
  64. Chase Manhattan Bank (J): European Corporate Finance

    Keywords: Banking Industry;

    Citation:

    Shapiro, Benson P. "Chase Manhattan Bank (J): European Corporate Finance." Harvard Business School Supplement 590-093, March 1990. (Revised March 1990.)
  65. Chase Manhattan Bank (E): The Institutional Bank

    Keywords: Banks and Banking; Banking Industry;

    Citation:

    Shapiro, Benson P. "Chase Manhattan Bank (E): The Institutional Bank." Harvard Business School Case 590-088, March 1990.
  66. Chase Manhattan Bank (F): Integration Issues

    Keywords: Integration; Banking Industry;

    Citation:

    Shapiro, Benson P. "Chase Manhattan Bank (F): Integration Issues." Harvard Business School Case 590-089, March 1990.
  67. Bella Beauty Products, Inc. (F)

    Keywords: Beauty and Cosmetics Industry;

    Citation:

    Shapiro, Benson P. "Bella Beauty Products, Inc. (F)." Harvard Business School Case 589-034, October 1988. (Revised February 1990.)
  68. Bella Beauty Products, Inc. (B)

    Keywords: Beauty and Cosmetics Industry;

    Citation:

    Shapiro, Benson P. "Bella Beauty Products, Inc. (B)." Harvard Business School Case 588-049, January 1988. (Revised February 1990.)
  69. The New Intimacy

    Describes how close relationships with customers require close interfunctional and interdivisional coordination. Explains where the closest vendor/customer relationships arise and how they stress internal coordination. Also enumerates and briefly describes the way in which interfunctional coordination can be achieved.

    Keywords: Customer Focus and Relationships;

    Citation:

    Shapiro, Benson P. "The New Intimacy." Harvard Business School Background Note 587-121, April 1987. (Revised January 1990.)
  70. Hewlett-Packard: Manufacturing Productivity Division (A) (Condensed), Video

    Citation:

    Shapiro, Benson P., and Dolores Mullin. "Hewlett-Packard: Manufacturing Productivity Division (A) (Condensed), Video." Harvard Business School Video Supplement 890-511, November 1989.
  71. Functional Integration: Getting All the Troops to Work Together

    Explains the need for functional integration and the four ways to obtain it. A bibliography is provided. The note is managerial rather than scholarly in tone.

    Keywords: Integration;

    Citation:

    Shapiro, Benson P. "Functional Integration: Getting All the Troops to Work Together." Harvard Business School Background Note 587-122, March 1987. (Revised November 1989.)
  72. Hewlett-Packard: Manufacturing Productivity Division (A)

    In late summer 1986, the management of the Manufacturing Productivity Division (MPD) of Hewlett-Packard (HP) was in the process of making major market selection and product policy decisions. MPD is a small division which develops and markets manufacturing productivity software (materials management, MRP, etc.). The product policy decisions included degree of product customization and choice of operating systems (UNIX or not?). The relationship between the marketing and research and development functions is a major issue.

    Keywords: Business Divisions; Marketing; Product Marketing; Market Entry and Exit; Production; Research and Development; Manufacturing Industry;

    Citation:

    Shapiro, Benson P., and Lawrence B. Levine. "Hewlett-Packard: Manufacturing Productivity Division (A)." Harvard Business School Case 587-101, December 1986. (Revised November 1989.)
  73. Performance Curves: Costs, Prices, and Value

    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.
  74. Morris Alper & Sons, Inc.

    Citation:

    Shapiro, Benson P. "Morris Alper & Sons, Inc." Harvard Business School Case 581-098, March 1981. (Revised September 1989.)
  75. Inland Steel Co. Product Policy (S): Organization of Inland Steel Co.--1989

    Keywords: Metals and Minerals; Steel Industry;

    Citation:

    Shapiro, Benson P. "Inland Steel Co. Product Policy (S): Organization of Inland Steel Co.--1989." Harvard Business School Supplement 590-019, July 1989.
  76. Bella Beauty Products, Inc. (A)

    Keywords: Beauty and Cosmetics Industry;

    Citation:

    Shapiro, Benson P. "Bella Beauty Products, Inc. (A)." Harvard Business School Case 588-048, January 1988. (Revised July 1989.)
  77. Inland Steel Co. Product Policy (I): The Strategic Planning Process and the Capital Budget--Fall 1986

    Keywords: Capital Budgeting; Strategic Planning; Steel Industry;

    Citation:

    Shapiro, Benson P., and Lawrence B. Levine. "Inland Steel Co. Product Policy (I): The Strategic Planning Process and the Capital Budget--Fall 1986." Harvard Business School Case 587-142, March 1987. (Revised March 1989.)
  78. Amalgamated Aluminum Pigments Division: The Technical Service Conundrum

    Keywords: Metals and Minerals; Manufacturing Industry;

    Citation:

    Shapiro, Benson P. "Amalgamated Aluminum Pigments Division: The Technical Service Conundrum." Harvard Business School Case 588-078, June 1988. (Revised February 1989.)
  79. Amalgamated Aluminum Alloy Division

    Keywords: Mining Industry;

    Citation:

    Shapiro, Benson P. "Amalgamated Aluminum Alloy Division." Harvard Business School Case 589-035, September 1988. (Revised February 1989.)
  80. Bella Beauty Products, Inc. (G)

    Keywords: Beauty and Cosmetics Industry;

    Citation:

    Shapiro, Benson P. "Bella Beauty Products, Inc. (G)." Harvard Business School Case 589-084, January 1989. (Revised February 1989.)
  81. Morgan Construction Co. (B)

    Keywords: Construction Industry;

    Citation:

    Shapiro, Benson P. "Morgan Construction Co. (B)." Harvard Business School Supplement 587-106, January 1987. (Revised January 1989.)
  82. Bella Beauty Products, Inc. (G), Supplement

    Keywords: Beauty and Cosmetics Industry;

    Citation:

    Shapiro, Benson P. "Bella Beauty Products, Inc. (G), Supplement." Harvard Business School Supplement 589-085, January 1989.
  83. Teradyne, Inc.--1979: Semiconductor Test Division (A), Teaching Note

    Teaching Note for (9-581-023).

    Keywords: Semiconductor Industry;

    Citation:

    Shapiro, Benson P. "Teradyne, Inc.--1979: Semiconductor Test Division (A), Teaching Note." Harvard Business School Teaching Note 584-070, January 1984. (Revised January 1989.)
  84. Raymond Mushroom Corp., Teaching Note

    Teaching Note for (9-584-093).

    Keywords: Food and Beverage Industry;

    Citation:

    Shapiro, Benson P. "Raymond Mushroom Corp., Teaching Note." Harvard Business School Teaching Note 584-094, June 1984. (Revised January 1989.)
  85. Deere & Co.: Industrial Equipment Operations, Teaching Note

    Teaching Note for (9-577-112).

    Keywords: Agriculture and Agribusiness Industry;

    Citation:

    Shapiro, Benson P. "Deere & Co.: Industrial Equipment Operations, Teaching Note." Harvard Business School Teaching Note 584-127, June 1984. (Revised November 1988.)
  86. Introduction to Cases

    Introduces students and executives to the case method and provides a generalized approach to cases.

    Citation:

    Shapiro, Benson P. "Introduction to Cases." Harvard Business School Background Note 584-097, June 1984. (Revised October 1988.)
  87. Anatomy of a ""Team Destroyer"": An Analysis of Individuals Who Stymie Interfunctional Coordination

    Keywords: Groups and Teams; Relationships; Behavior;

    Citation:

    Shapiro, Benson P., and Suzy Wetlaufer. Anatomy of a ""Team Destroyer"": An Analysis of Individuals Who Stymie Interfunctional Coordination. Harvard Business School Case 589-038, September 1988. (Revised October 1988.)
  88. Bella Beauty Products, Inc. (D)

    Keywords: Beauty and Cosmetics Industry;

    Citation:

    Shapiro, Benson P. "Bella Beauty Products, Inc. (D)." Harvard Business School Supplement 589-032, September 1988.
  89. Friendly Competitors: The Amalgamated Aluminum Succession

    Keywords: Management Succession; Mining Industry; Manufacturing Industry;

    Citation:

    Shapiro, Benson P. "Friendly Competitors: The Amalgamated Aluminum Succession." Harvard Business School Case 588-064, March 1988. (Revised September 1988.)
  90. Marrying the ""Sweet Spots""

    Citation:

    Shapiro, Benson P. Marrying the ""Sweet Spots"". Harvard Business School Case 588-065, June 1988. (Revised September 1988.)
  91. Bella Beauty Products, Inc. (C), Assignment Sheet

    Keywords: Beauty and Cosmetics Industry;

    Citation:

    Shapiro, Benson P. "Bella Beauty Products, Inc. (C), Assignment Sheet." Harvard Business School Supplement 589-031, September 1988.
  92. Bella Beauty Products, Inc. (E)

    Keywords: Beauty and Cosmetics Industry;

    Citation:

    Shapiro, Benson P. "Bella Beauty Products, Inc. (E)." Harvard Business School Supplement 589-033, September 1988.
  93. Close Encounters of the Four Kinds: Managing Customers in a Rapidly Changing Environment

    Describes four kinds of selling: 1) transaction, 2) systems, 3) major account management, and 4) strategic account relationships. Explains the advantages, disadvantages, and risks of each. The second half is devoted to a discussion of strategic account relationships which embody importance, intimacy, and longevity for both the vending and the buying companies.

    Keywords: Customer Relationship Management; Risk and Uncertainty; Social Psychology;

    Citation:

    Shapiro, Benson P. "Close Encounters of the Four Kinds: Managing Customers in a Rapidly Changing Environment." Harvard Business School Background Note 589-015, August 1988.
  94. Inland Steel Co. Product Policy (B): Inland's Approach

    Keywords: Steel Industry;

    Citation:

    Shapiro, Benson P., and Lawrence B. Levine. "Inland Steel Co. Product Policy (B): Inland's Approach." Harvard Business School Case 587-135, March 1987. (Revised May 1988.)
  95. Inland Steel Co. Product Policy (A): Changing Markets and Technology

    Keywords: Product Marketing; Steel Industry;

    Citation:

    Shapiro, Benson P., and Lawrence B. Levine. "Inland Steel Co. Product Policy (A): Changing Markets and Technology." Harvard Business School Case 587-134, March 1987. (Revised May 1988.)
  96. Inland Steel Co. Product Policy (D): The Varrick Claim

    Keywords: Metals and Minerals; Steel Industry;

    Citation:

    Shapiro, Benson P., and Lawrence B. Levine. "Inland Steel Co. Product Policy (D): The Varrick Claim." Harvard Business School Supplement 587-137, April 1987. (Revised May 1988.)
  97. Inland Steel Co. Product Policy (E): Galvanize Rejects at Indiana Motors

    Keywords: Metals and Minerals; Steel Industry;

    Citation:

    Shapiro, Benson P., and Lawrence B. Levine. "Inland Steel Co. Product Policy (E): Galvanize Rejects at Indiana Motors." Harvard Business School Supplement 587-138, April 1987. (Revised May 1988.)
  98. Inland Steel Co. Product Policy (G): Small Melts

    Keywords: Metals and Minerals; Steel Industry;

    Citation:

    Shapiro, Benson P., and Lawrence B. Levine. "Inland Steel Co. Product Policy (G): Small Melts." Harvard Business School Supplement 587-140, April 1987. (Revised May 1988.)
  99. Inland Steel Co. Product Policy (K): Vacuum Degassing

    Keywords: Metals and Minerals; Steel Industry;

    Citation:

    Shapiro, Benson P., and Lawrence B. Levine. "Inland Steel Co. Product Policy (K): Vacuum Degassing." Harvard Business School Supplement 587-144, April 1987. (Revised May 1988.)
  100. Paper Distributors, Inc. (C)

    Keywords: Pulp and Paper Industry;

    Citation:

    Shapiro, Benson P. "Paper Distributors, Inc. (C)." Harvard Business School Case 576-024, July 1975. (Revised April 1988.)
  101. Paper Distributors, Inc. (D), Supplement

    Keywords: Pulp and Paper Industry; Distribution Industry;

    Citation:

    Shapiro, Benson P. "Paper Distributors, Inc. (D), Supplement." Harvard Business School Supplement 576-025, July 1975. (Revised April 1988.)
  102. International Business Machines (D1), Supplement 1

    Keywords: Information Technology Industry;

    Citation:

    Shapiro, Benson P. "International Business Machines (D1), Supplement 1." Harvard Business School Supplement 578-077, March 1978. (Revised April 1988.)
  103. International Business Machines (D1), Supplement 2

    Keywords: Computer Industry; Manufacturing Industry;

    Citation:

    Shapiro, Benson P. "International Business Machines (D1), Supplement 2." Harvard Business School Supplement 578-078, March 1978. (Revised April 1988.)
  104. International Business Machines (D1), Supplement 3

    Keywords: Information Technology Industry;

    Citation:

    Shapiro, Benson P. "International Business Machines (D1), Supplement 3." Harvard Business School Supplement 578-079, March 1978. (Revised April 1988.)
  105. Morgan Construction Co. (B), Video Guide

    Keywords: Construction Industry;

    Citation:

    Shapiro, Benson P. "Morgan Construction Co. (B), Video Guide." Harvard Business School Supplement 587-114, January 1987. (Revised April 1988.)
  106. Hoover: Multinational Product Planning, Teaching Note

    Keywords: Product; Planning; Multinational Firms and Management;

    Citation:

    Shapiro, Benson P. "Hoover: Multinational Product Planning, Teaching Note." Harvard Business School Teaching Note 584-131, June 1984. (Revised February 1988.)
  107. Hewlett-Packard: Manufacturing Productivity Division (C)

    Focuses on the development of a "market driven" culture at Hewlett-Packard (HP); the conflict between autonomous, well integrated divisions making products responsive to their own markets and a greater degree of systems integration at the corporate level; and the integration of the sales, marketing, and research and development functions.

    Keywords: Business Divisions; Marketing; Marketing Strategy; Production; Organizational Culture; Research and Development; Sales; Integration; Manufacturing Industry;

    Citation:

    Shapiro, Benson P., and Lawrence B. Levine. "Hewlett-Packard: Manufacturing Productivity Division (C)." Harvard Business School Case 587-103, December 1986. (Revised January 1988.)
  108. Hewlett-Packard: Manufacturing Productivity Division (D), Glossary

    Supplements the (A), (B), and (C) cases. A glossary of terms.

    Keywords: Manufacturing Industry;

    Citation:

    Shapiro, Benson P. "Hewlett-Packard: Manufacturing Productivity Division (D), Glossary." Harvard Business School Supplement 588-043, December 1987.
  109. Hewlett-Packard: Manufacturing Productivity Division (B)

    Asks where in the Hewlett-Packard (HP) network of groups and sectors the Manufacturing Productivity Division should be placed. Provides a great deal of background regarding marketing, sales, and engineering at HP. It is thus possible to expand and broaden the discussion of the integration of the sales, marketing, and engineering functions at the division, group, sector, and corporate levels.

    Keywords: Business Divisions; Marketing; Production; Networks; Sales; Expansion; Manufacturing Industry;

    Citation:

    Shapiro, Benson P., and Lawrence B. Levine. "Hewlett-Packard: Manufacturing Productivity Division (B)." Harvard Business School Case 587-102, December 1986. (Revised December 1987.)
  110. Hewlett-Packard: Manufacturing Productivity Division (A), (B), (C), and (D), Teaching Note

    Teaching Note for (9-587-101), (9-587-102), (9-587-103), and (9-588-043).

    Keywords: Manufacturing Industry;

    Citation:

    Shapiro, Benson P. "Hewlett-Packard: Manufacturing Productivity Division (A), (B), (C), and (D), Teaching Note." Harvard Business School Teaching Note 588-042, December 1987.
  111. Hewlett-Packard: Manufacturing Productivity Division (A), (B), and (C), Video Viewing Guide

    Keywords: Computer Industry;

    Citation:

    Shapiro, Benson P., and Lawrence B. Levine. "Hewlett-Packard: Manufacturing Productivity Division (A), (B), and (C), Video Viewing Guide." Harvard Business School Supplement 587-159, May 1987. (Revised December 1987.)
  112. The Magic Matrix: Products and Accounts

    Describes an interfunctional approach to product mix management and account selection. The approach uses a matrix of products and accounts. Also describes the concepts and implementation of the approach.

    Keywords: Marketing Strategy; Product Marketing; Customers;

    Citation:

    Shapiro, Benson P. "The Magic Matrix: Products and Accounts." Harvard Business School Background Note 588-006, November 1987.
  113. CIBA-GEIGY Agricultural Division

    In 1979 Leo Bontempo, marketing vice president of Ciba-Geigy Agricultural Division was deciding whether to purchase an $840,000 program for TeleSession. This was a marketing service designed to accelerate the adoption of new products among large innovative growers by promotional telephone conferences with others who had used the products. Raises a variety of communications issues and introduces diffusion of innovation concepts.

    Keywords: Marketing Strategy; Innovation Strategy; Communication; Agriculture and Agribusiness Industry;

    Citation:

    Shapiro, Benson P., and Roy H. Schoeman. "CIBA-GEIGY Agricultural Division." Harvard Business School Case 582-026, September 1981. (Revised August 1987.)
  114. Hoover: Multinational Product Planning

    Keywords: Product Marketing; Global Strategy; Multinational Firms and Management;

    Citation:

    Buzzell, Robert D., and Benson P. Shapiro. "Hoover: Multinational Product Planning." Harvard Business School Case 582-102, February 1982. (Revised August 1987.)
  115. Petite Playthings, Inc.--1984 (B)

    Supplements the (A) case.

    Keywords: Apparel and Accessories Industry;

    Citation:

    Shapiro, Benson P. "Petite Playthings, Inc.--1984 (B)." Harvard Business School Supplement 584-081, March 1984. (Revised August 1987.)
  116. Raymond Mushroom Corp.

    In April 1984 Deborah Raymond, president of Raymond Mushrooms was deciding whether or not to raise prices on Raymond canned mushrooms in conjunction with an advertising promotional program to build consumer preference.

    Keywords: Product Positioning; Advertising; Decisions; Price; Management Teams; Food and Beverage Industry;

    Citation:

    Shapiro, Benson P. "Raymond Mushroom Corp." Harvard Business School Case 584-093, May 1984. (Revised August 1987.)
  117. Inland Steel Co. Product Policy, Video 2: Sales and Manufacturing

    Citation:

    Shapiro, Benson P., and Lawrence B. Levine. "Inland Steel Co. Product Policy, Video 2: Sales and Manufacturing." Harvard Business School Video Supplement 887-539, April 1987. (Revised July 1987.)
  118. Inland Steel Co. Product Policy (M): Humidity-Controlled Inventory Storage in No. 3 Cold Mill

    Keywords: Metals and Minerals; Steel Industry;

    Citation:

    Shapiro, Benson P., and Lawrence B. Levine. "Inland Steel Co. Product Policy (M): Humidity-Controlled Inventory Storage in No. 3 Cold Mill." Harvard Business School Supplement 587-146, April 1987. (Revised May 1987.)
  119. Inland Steel Co. Product Policy (O): Upgrades of the No. 3 and No. 5 Galvanize Lines

    Keywords: Metals and Minerals; Steel Industry;

    Citation:

    Shapiro, Benson P., and Lawrence B. Levine. "Inland Steel Co. Product Policy (O): Upgrades of the No. 3 and No. 5 Galvanize Lines." Harvard Business School Supplement 587-148, April 1987. (Revised May 1987.)
  120. Inland Steel Co. Product Policy (P): Embossed Temper Mill

    Keywords: Metals and Minerals; Steel Industry;

    Citation:

    Shapiro, Benson P., and Lawrence B. Levine. "Inland Steel Co. Product Policy (P): Embossed Temper Mill." Harvard Business School Supplement 587-149, April 1987. (Revised May 1987.)
  121. Inland Steel Co. Product Policy (R): Darnall's Thoughts

    Keywords: Metals and Minerals; Steel Industry;

    Citation:

    Shapiro, Benson P., and Lawrence B. Levine. "Inland Steel Co. Product Policy (R): Darnall's Thoughts." Harvard Business School Supplement 587-151, March 1987. (Revised May 1987.)
  122. Inland Steel Co. Product Policy (N): 80-Inch Hot Rolling Mill Upgrade Package

    Keywords: Metals and Minerals; Steel Industry;

    Citation:

    Shapiro, Benson P., and Lawrence B. Levine. "Inland Steel Co. Product Policy (N): 80-Inch Hot Rolling Mill Upgrade Package." Harvard Business School Supplement 587-147, April 1987. (Revised May 1987.)
  123. Inland Steel Co. Product Policy, Video 1-6 Viewing Guide

    Keywords: Metals and Minerals; Steel Industry;

    Citation:

    Shapiro, Benson P., and Lawrence B. Levine. "Inland Steel Co. Product Policy, Video 1-6 Viewing Guide." Harvard Business School Supplement 587-158, May 1987.
  124. Inland Steel Co. Product Policy (H): Fred Lerner--Inventory Planning and Control

    Keywords: Asset Management; Metals and Minerals; Steel Industry;

    Citation:

    Shapiro, Benson P., and Lawrence B. Levine. "Inland Steel Co. Product Policy (H): Fred Lerner--Inventory Planning and Control." Harvard Business School Supplement 587-141, April 1987. (Revised May 1987.)
  125. Specialties vs. Commodities: The Battle for Profit Margins

    Explains the differences between commodities and specialties and defines four different types of specialty products. The analysis is customer oriented. Special attention is given to the distinctions between functions (product- ) and relationship (vendor-oriented) specialties and to the degradation of those specialty markets to commodities.

    Keywords: Goods and Commodities;

    Citation:

    Shapiro, Benson P. "Specialties vs. Commodities: The Battle for Profit Margins." Harvard Business School Background Note 587-120, March 1987. (Revised April 1987.)
  126. Inland Steel Co. Product Policy, Video 3: Customer and Technical Services

    Citation:

    Shapiro, Benson P., and Lawrence B. Levine. "Inland Steel Co. Product Policy, Video 3: Customer and Technical Services." Harvard Business School Video Supplement 887-541, April 1987.
  127. Inland Steel Co. Product Policy, Video 5: Strategy and Capital Budgeting

    Citation:

    Shapiro, Benson P., and Lawrence B. Levine. "Inland Steel Co. Product Policy, Video 5: Strategy and Capital Budgeting." Harvard Business School Video Supplement 887-543, April 1987.
  128. Inland Steel Co. Product Policy, Video 6: Fred Lerner -- Inventory Planning and Control

    Citation:

    Shapiro, Benson P., and Lawrence B. Levine. "Inland Steel Co. Product Policy, Video 6: Fred Lerner -- Inventory Planning and Control." Harvard Business School Video Supplement 887-544, April 1987.
  129. Inland Steel Co. Product Policy, Video 1: Changing Technology and Markets

    Citation:

    Shapiro, Benson P., and Lawrence B. Levine. "Inland Steel Co. Product Policy, Video 1: Changing Technology and Markets." Harvard Business School Video Supplement 887-538, April 1987.
  130. Inland Steel Co. Product Policy, Video 4: The Sales - Manufacturing Interface

    Citation:

    Shapiro, Benson P., and Lawrence B. Levine. "Inland Steel Co. Product Policy, Video 4: The Sales - Manufacturing Interface." Harvard Business School Video Supplement 887-542, April 1987.
  131. Inland Steel Co. Product Policy (C): The Zincrometal Event

    Keywords: Metals and Minerals; Steel Industry;

    Citation:

    Shapiro, Benson P., and Lawrence B. Levine. "Inland Steel Co. Product Policy (C): The Zincrometal Event." Harvard Business School Supplement 587-136, April 1987.
  132. Inland Steel Co. Product Policy (J): Walking Beam Furnaces

    Keywords: Metals and Minerals; Steel Industry;

    Citation:

    Shapiro, Benson P., and Lawrence B. Levine. "Inland Steel Co. Product Policy (J): Walking Beam Furnaces." Harvard Business School Supplement 587-143, April 1987.
  133. Inland Steel Co. Product Policy (L): Closed Loop Shape Control

    Keywords: Metals and Minerals; Steel Industry;

    Citation:

    Shapiro, Benson P., and Lawrence B. Levine. "Inland Steel Co. Product Policy (L): Closed Loop Shape Control." Harvard Business School Supplement 587-145, April 1987.
  134. Inland Steel Co. Product Policy (Q): Pruning the Capital Budget

    Keywords: Capital Budgeting; Steel Industry;

    Citation:

    Shapiro, Benson P., and Lawrence B. Levine. "Inland Steel Co. Product Policy (Q): Pruning the Capital Budget." Harvard Business School Supplement 587-150, March 1987.
  135. Variety vs. Value: Two Generic Approaches to Product Policy

    Keywords: Product; Policy; Marketing;

    Citation:

    Shapiro, Benson P. "Variety vs. Value: Two Generic Approaches to Product Policy." Harvard Business School Background Note 587-119, March 1987.
  136. Nyman Manufacturing Co., Video

    Citation:

    Shapiro, Benson P. "Nyman Manufacturing Co., Video." Harvard Business School Video Supplement 887-532, March 1987.
  137. Hewlett-Packard: Manufacturing Productivity Division (B), Video

    Citation:

    Shapiro, Benson P., and Lawrence B. Levine. "Hewlett-Packard: Manufacturing Productivity Division (B), Video." Harvard Business School Video Supplement 887-516, January 1987.
  138. Hewlett-Packard: Manufacturing Productivity Division (C), Video

    Citation:

    Shapiro, Benson P., and Lawrence B. Levine. "Hewlett-Packard: Manufacturing Productivity Division (C), Video." Harvard Business School Video Supplement 887-517, January 1987.
  139. Morgan Construction Co. (A), Video

    Citation:

    Shapiro, Benson P. "Morgan Construction Co. (A), Video." Harvard Business School Video Supplement 887-519, January 1987.
  140. Morgan Construction Co. (B), Video

    Citation:

    Shapiro, Benson P. "Morgan Construction Co. (B), Video." Harvard Business School Video Supplement 887-520, January 1987.
  141. Jamestown Co., Teaching Note

    Teaching Note for (9-584-017).

    Citation:

    Shapiro, Benson P. "Jamestown Co., Teaching Note." Harvard Business School Teaching Note 584-058, November 1983. (Revised October 1986.)
  142. Introduction to Marketing

    A brief introduction to the nature and scope of marketing.

    Keywords: Marketing;

    Citation:

    Shapiro, Benson P. "Introduction to Marketing." Harvard Business School Background Note 584-124, June 1984. (Revised September 1986.)
  143. AT&T -- Long Lines Department National Account Selling (A)

    Keywords: Marketing; Communication; Strategy; Telecommunications Industry;

    Citation:

    Shapiro, Benson P. "AT&T -- Long Lines Department National Account Selling (A)." Harvard Business School Case 578-119, February 1978. (Revised September 1986.)
  144. Hints for Casewriting

    Helps casewriters and their supervisors to understand the basics of developing cases for classroom use.

    Keywords: Cases;

    Citation:

    Shapiro, Benson P. "Hints for Casewriting." Harvard Business School Background Note 587-052, July 1986.
  145. Overly Hautz Co.--1985

    Keywords: Auto Industry;

    Citation:

    Shapiro, Benson P. "Overly Hautz Co.--1985." Harvard Business School Case 587-039, July 1986.
  146. Kearney & Trecker Corp. (A)

    Citation:

    Shapiro, Benson P. "Kearney & Trecker Corp. (A)." Harvard Business School Case 580-143, May 1980. (Revised June 1986.)
  147. Milford Industries (A), Software Case

    Citation:

    Shapiro, Benson P. "Milford Industries (A), Software Case." Harvard Business School Case 586-132, May 1986.
  148. Jamestown Co., Software Case

    Keywords: Software; Technology Industry;

    Citation:

    Shapiro, Benson P. "Jamestown Co., Software Case." Harvard Business School Case 586-133, May 1986.
  149. U.S. Retail Coffee Market (A), Software Case

    Keywords: Food and Beverage Industry; United States;

    Citation:

    Shapiro, Benson P. "U.S. Retail Coffee Market (A), Software Case." Harvard Business School Case 586-134, May 1986.
  150. Titanium Fabrication Division (A), Software Case

    Keywords: Software; Industrial Products Industry;

    Citation:

    Shapiro, Benson P. "Titanium Fabrication Division (A), Software Case." Harvard Business School Case 586-136, May 1986.
  151. Deere & Co.: Industrial Equipment Operations

    Describes the pricing of Deere's crawler tractors used in a variety of construction and industrial applications. Includes a strategic, multimillion-dollar move into the large bulldozer market as well as the pricing of tractors, accessories, and parts.

    Keywords: Machinery and Machining; Price; Brands and Branding; Market Entry and Exit; Manufacturing Industry; Agriculture and Agribusiness Industry; Construction Industry; United States;

    Citation:

    Shapiro, Benson P. "Deere & Co.: Industrial Equipment Operations." Harvard Business School Case 577-112, February 1977. (Revised December 1985.)
  152. Product Line Planning

    Keywords: Planning;

    Citation:

    Shapiro, Benson P. "Product Line Planning." Harvard Business School Background Note 584-145, June 1984. (Revised November 1985.)
  153. Motofabrikwerk S.A. (A), Teaching Note

    Keywords: Auto Industry;

    Citation:

    Shapiro, Benson P. "Motofabrikwerk S.A. (A), Teaching Note." Harvard Business School Teaching Note 584-075, June 1984. (Revised October 1985.)
  154. Kenics Corp., Teaching Note

    Keywords: Industrial Products Industry;

    Citation:

    Shapiro, Benson P. "Kenics Corp., Teaching Note." Harvard Business School Teaching Note 584-141, May 1984. (Revised October 1985.)
  155. Dunkin' Donuts (C): Growth Strategy, Teaching Note

    Teaching Note for (9-584-041).

    Keywords: Food and Beverage Industry;

    Citation:

    Shapiro, Benson P. "Dunkin' Donuts (C): Growth Strategy, Teaching Note." Harvard Business School Teaching Note 584-126, May 1984. (Revised October 1985.)
  156. AT&T Long Lines: Marketing Telemarketing (A)

    Keywords: Marketing Communications; Telecommunications Industry;

    Citation:

    Shapiro, Benson P. "AT&T Long Lines: Marketing Telemarketing (A)." Harvard Business School Case 580-145, May 1980. (Revised September 1985.)
  157. Cumberland Metal Industries: Engineered Products Division--1980

    Cumberland Metal Industries has developed a new product to help contractors drive piles faster. They are trying to decide how to price it. Provides substantial information on the industry, competition, etc. Students must decide what factors are relevant in making an industrial pricing decision. Decisions must also be made about promotion and distribution channels. Software for this case is available (9-589-528).

    Keywords: Price; Information; Marketing Channels; Distribution Channels; Product Development; Consumer Products Industry;

    Citation:

    Shapiro, Benson P. "Cumberland Metal Industries: Engineered Products Division--1980." Harvard Business School Case 580-104, January 1980. (Revised August 1985.)
  158. Teradyne, Inc.--1979: Semiconductor Test Division (A)

    In 1979, the management of Teradyne's Semiconductor Test Division had to make important decisions regarding the allocation of engineering resources in the face of increased competition. They had to choose between upgrading an existing product and developing a new one.

    Keywords: Decisions; Resource Allocation; Product; Product Development; Competition; Semiconductor Industry;

    Citation:

    Shapiro, Benson P. "Teradyne, Inc.--1979: Semiconductor Test Division (A)." Harvard Business School Case 581-023, August 1980. (Revised August 1985.)
  159. Marketing Planning, Programming, and Budgeting

    Keywords: Marketing; Planning;

    Citation:

    Shapiro, Benson P. "Marketing Planning, Programming, and Budgeting." Harvard Business School Background Note 582-127, March 1982. (Revised August 1985.)
  160. The Marketing Process

    Describes and explains the marketing process and its six phases: implementation, programming, allocating and budgeting, analysis and research, marketing planning, strategy formulation, and monitoring and auditing.

    Keywords: Marketing;

    Citation:

    Shapiro, Benson P. "The Marketing Process." Harvard Business School Background Note 584-146, June 1984. (Revised July 1985.)
  161. Morris Alper & Sons, Inc. (C): Introduction to Video 1

    Introduces Video 1.

    Keywords: Food and Beverage Industry;

    Citation:

    Shapiro, Benson P. "Morris Alper & Sons, Inc. (C): Introduction to Video 1." Harvard Business School Supplement 581-100, March 1981. (Revised July 1985.)
  162. Morris Alper & Sons, Inc. (D): Introduction to Video 2

    Introduces Video 2.

    Keywords: Food and Beverage Industry;

    Citation:

    Shapiro, Benson P. "Morris Alper & Sons, Inc. (D): Introduction to Video 2." Harvard Business School Supplement 581-101, March 1981. (Revised July 1985.)
  163. Milford Industries (B)

    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.)
  164. Wright Line, Inc.

    Citation:

    Shapiro, Benson P. "Wright Line, Inc." Harvard Business School Case 580-019, September 1979. (Revised June 1985.)
  165. Pepsi-Cola United Kingdom (A)

    On January 2, 1983 Pepsi-Cola United Kingdom had to develop a plan to defend its successful Diet Pepsi brand against the about to be introduced diet Coke. Contains useful material on competitive behavior and on U.S. versus U.K. consumer behavior.

    Keywords: Product Launch; Consumer Behavior; Planning; Competition; Food and Beverage Industry; United Kingdom; United States;

    Citation:

    Shapiro, Benson P., and Edward J. Hoff. "Pepsi-Cola United Kingdom (A)." Harvard Business School Case 584-052, November 1983. (Revised June 1985.)
  166. Motofabrikwerk S.A. (A)

    Citation:

    Shapiro, Benson P., and Edward J. Hoff. "Motofabrikwerk S.A. (A)." Harvard Business School Case 584-074, January 1984. (Revised June 1985.)
  167. Legal and Ethical Aspects of Marketing

    Keywords: Marketing; Ethics; Law;

    Citation:

    Shapiro, Benson P. "Legal and Ethical Aspects of Marketing." Harvard Business School Background Note 585-007, July 1984. (Revised June 1985.)
  168. Milford Industries (C)

    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.)
  169. Jamestown Co.

    In May 1983 Ms. Katherine O'Brien, vice president of marketing, was deciding whether Jamestown should discontinue the use of independent representatives in favor of a direct company salesforce. Jamestown sold informal stoneware dinnerware through department and gift stores. A rewritten version of an earlier case.

    Keywords: Decision Making; Leadership Style; Marketing Channels; Salesforce Management;

    Citation:

    Shapiro, Benson P., and Edward J. Hoff. "Jamestown Co." Harvard Business School Case 584-017, August 1983. (Revised May 1985.)
  170. Sedek Industries, Inc. (A)--(I), Teaching Note

    Citation:

    Shapiro, Benson P. "Sedek Industries, Inc. (A)--(I), Teaching Note." Harvard Business School Teaching Note 585-029, August 1984. (Revised April 1985.)
  171. Pepsi-Cola United Kingdom (A), (B), and (C), Teaching Note

    Teaching Note for (9-584-052), (9-584-053), and (9-584-054).

    Keywords: Food and Beverage Industry; United Kingdom;

    Citation:

    Shapiro, Benson P. "Pepsi-Cola United Kingdom (A), (B), and (C), Teaching Note." Harvard Business School Teaching Note 585-032, August 1984. (Revised April 1985.)
  172. Sedek Industries, Inc. (A)

    Citation:

    Shapiro, Benson P. "Sedek Industries, Inc. (A)." Harvard Business School Case 584-132, June 1984. (Revised April 1985.)
  173. Sedek Industries, Inc. (B)

    Citation:

    Shapiro, Benson P. "Sedek Industries, Inc. (B)." Harvard Business School Supplement 584-133, June 1984. (Revised April 1985.)
  174. Levi Strauss & Co.

    Keywords: Apparel and Accessories Industry;

    Citation:

    Shapiro, Benson P. "Levi Strauss & Co." Harvard Business School Case 572-021, September 1971. (Revised March 1985.)
  175. Hints for Case Teaching

    Provides hints for successfully teaching with cases. Intended to encourage thought and discussion about case teaching.

    Keywords: Cases;

    Citation:

    Shapiro, Benson P. "Hints for Case Teaching." Harvard Business School Background Note 585-012, July 1984. (Revised March 1985.)
  176. Sedek Industries, Inc. (C)

    Citation:

    Shapiro, Benson P. "Sedek Industries, Inc. (C)." Harvard Business School Supplement 584-134, June 1984.
  177. Sedek Industries, Inc. (D)

    Citation:

    Shapiro, Benson P. "Sedek Industries, Inc. (D)." Harvard Business School Supplement 584-135, June 1984.
  178. Sedek Industries, Inc. (E)

    Citation:

    Shapiro, Benson P. "Sedek Industries, Inc. (E)." Harvard Business School Supplement 584-136, June 1984.
  179. Sedek Industries, Inc. (F)

    Citation:

    Shapiro, Benson P. "Sedek Industries, Inc. (F)." Harvard Business School Supplement 584-137, June 1984.
  180. Sedek Industries, Inc. (G)

    Citation:

    Shapiro, Benson P. "Sedek Industries, Inc. (G)." Harvard Business School Supplement 584-138, June 1984.
  181. Sedek Industries, Inc. (H)

    Citation:

    Shapiro, Benson P. "Sedek Industries, Inc. (H)." Harvard Business School Supplement 584-139, June 1984.
  182. Sedek Industries, Inc. (I)

    Citation:

    Shapiro, Benson P. "Sedek Industries, Inc. (I)." Harvard Business School Supplement 584-140, June 1984.
  183. Pepsi-Cola United Kingdom (B)

    Supplements the (A) case.

    Keywords: Food and Beverage Industry; United Kingdom; United States;

    Citation:

    Shapiro, Benson P., and Edward J. Hoff. "Pepsi-Cola United Kingdom (B)." Harvard Business School Supplement 584-053, November 1983.
  184. Pepsi-Cola United Kingdom (C)

    Supplements the (A) case.

    Keywords: Food and Beverage Industry; United Kingdom; United States;

    Citation:

    Shapiro, Benson P., and Edward J. Hoff. "Pepsi-Cola United Kingdom (C)." Harvard Business School Supplement 584-054, November 1983.
  185. AT&T -- Long Lines Department National Account Selling (D)

    Keywords: Marketing; Telecommunications Industry;

    Citation:

    Bonoma, Thomas V., and Benson P. Shapiro. "AT&T -- Long Lines Department National Account Selling (D)." Harvard Business School Supplement 581-034, September 1980. (Revised October 1983.)
  186. Teradyne, Inc.--1979: Semiconductor Test Division (B)

    Supplements the (A) case.

    Keywords: Semiconductor Industry;

    Citation:

    Shapiro, Benson P. "Teradyne, Inc.--1979: Semiconductor Test Division (B)." Harvard Business School Supplement 581-024, August 1980. (Revised June 1983.)
  187. Newport Instrument Division, Teaching Note

    Keywords: Industrial Products Industry;

    Citation:

    Shapiro, Benson P. "Newport Instrument Division, Teaching Note." Harvard Business School Teaching Note 583-110, December 1982.
  188. Note on Marketing Arithmetic and Related Marketing Terms, Answers to Exercises

    Supplements the note.

    Keywords: Marketing;

    Citation:

    Shapiro, Benson P. "Note on Marketing Arithmetic and Related Marketing Terms, Answers to Exercises." Harvard Business School Supplement 581-143, April 1981. (Revised October 1982.)
  189. Gilbert Printing Co.

    Citation:

    Shapiro, Benson P. "Gilbert Printing Co." Harvard Business School Case 573-023, November 1972. (Revised April 1982.)
  190. Systems Analysis in Marketing

    Keywords: Marketing;

    Citation:

    Shapiro, Benson P. "Systems Analysis in Marketing." Harvard Business School Background Note 582-129, April 1982.
  191. Linde Division: Union Carbide Corp.

    Keywords: Chemical Industry;

    Citation:

    Shapiro, Benson P. "Linde Division: Union Carbide Corp." Harvard Business School Case 573-056, April 1973. (Revised April 1982.)
  192. Airframe Industry (L): Cumulative Aircraft Sales

    Keywords: Aerospace Industry;

    Citation:

    Shapiro, Benson P. "Airframe Industry (L): Cumulative Aircraft Sales." Harvard Business School Supplement 582-012, March 1982.
  193. Airframe Industry (M): Aircraft Profiles (as of September 1978)

    Keywords: Aerospace Industry;

    Citation:

    Shapiro, Benson P. "Airframe Industry (M): Aircraft Profiles (as of September 1978)." Harvard Business School Supplement 582-013, March 1982.
  194. Airframe Industry (N): Aircraft Profiles (as of September 1980)

    Keywords: Aerospace Industry;

    Citation:

    Shapiro, Benson P. "Airframe Industry (N): Aircraft Profiles (as of September 1980)." Harvard Business School Supplement 582-014, March 1982.
  195. Morris Alper & Sons, Inc.: Video 1, Sales Calls

    Citation:

    Shapiro, Benson P. "Morris Alper & Sons, Inc.: Video 1, Sales Calls." Harvard Business School Video Supplement 882-507, November 1981.
  196. Morris Alper & Sons, Inc.: Video 2, Executive Meeting

    Citation:

    Shapiro, Benson P. "Morris Alper & Sons, Inc.: Video 2, Executive Meeting." Harvard Business School Video Supplement 882-508, November 1981.
  197. Concept of the Marketing Mix

    Keywords: Marketing;

    Citation:

    Shapiro, Benson P. "Concept of the Marketing Mix." Harvard Business School Background Note 582-060, November 1981.
  198. Airframe Industry (A)

    Keywords: Aerospace Industry;

    Citation:

    Shapiro, Benson P., and Rowland T. Moriarty Jr. "Airframe Industry (A)." Harvard Business School Case 579-057, October 1978. (Revised July 1981.)
  199. AT&T -- Long Lines Department National Account Selling (B)

    Keywords: Marketing; Telecommunications Industry;

    Citation:

    Bonoma, Thomas V., and Benson P. Shapiro. "AT&T -- Long Lines Department National Account Selling (B)." Harvard Business School Supplement 581-032, September 1980. (Revised July 1981.)
  200. AT&T -- Long Lines Department National Account Selling (C)

    Keywords: Marketing; Telecommunications Industry;

    Citation:

    Bonoma, Thomas V., and Benson P. Shapiro. "AT&T -- Long Lines Department National Account Selling (C)." Harvard Business School Supplement 581-033, September 1980. (Revised July 1981.)
  201. AT&T Long Lines, Telemarketing, Video 3

    Keywords: Marketing Strategy; Communications Industry;

    Citation:

    Shapiro, Benson P. "AT&T Long Lines, Telemarketing, Video 3." Harvard Business School Video Supplement 881-513, June 1981.
  202. Clairol, Inc.: Appliance Division

    Keywords: Beauty and Cosmetics Industry; Consumer Products Industry;

    Citation:

    Shapiro, Benson P. "Clairol, Inc.: Appliance Division." Harvard Business School Case 575-043, October 1974. (Revised June 1981.)
  203. Airframe Industry (B): Spring 1978

    Keywords: Aerospace Industry;

    Citation:

    Shapiro, Benson P. "Airframe Industry (B): Spring 1978." Harvard Business School Supplement 581-118, June 1981.
  204. Airframe Industry (C): Summer 1978

    Keywords: Aerospace Industry;

    Citation:

    Shapiro, Benson P. "Airframe Industry (C): Summer 1978." Harvard Business School Supplement 581-119, June 1981.
  205. Airframe Industry (D): Fall 1979

    Keywords: Aerospace Industry;

    Citation:

    Shapiro, Benson P. "Airframe Industry (D): Fall 1979." Harvard Business School Supplement 581-120, June 1981.
  206. Airframe Industry (E): Fall 1979

    Keywords: Aerospace Industry;

    Citation:

    Shapiro, Benson P. "Airframe Industry (E): Fall 1979." Harvard Business School Supplement 581-121, June 1981.
  207. Airframe Industry (F): Fall 1979

    Keywords: Aerospace Industry;

    Citation:

    Shapiro, Benson P. "Airframe Industry (F): Fall 1979." Harvard Business School Supplement 581-122, June 1981.
  208. Airframe Industry (G): December 1979

    Keywords: Aerospace Industry;

    Citation:

    Shapiro, Benson P. "Airframe Industry (G): December 1979." Harvard Business School Supplement 581-123, June 1981.
  209. Airframe Industry (H): December 1980

    Keywords: Aerospace Industry;

    Citation:

    Shapiro, Benson P. "Airframe Industry (H): December 1980." Harvard Business School Supplement 581-124, June 1981.
  210. Airframe Industry (I): December 1980

    Keywords: Aerospace Industry;

    Citation:

    Shapiro, Benson P. "Airframe Industry (I): December 1980." Harvard Business School Supplement 581-125, June 1981.
  211. Airframe Industry (J): December 1980

    Keywords: Aerospace Industry;

    Citation:

    Shapiro, Benson P. "Airframe Industry (J): December 1980." Harvard Business School Supplement 581-126, June 1981.
  212. Poland Spring Bottling Corp.

    Poland Spring is a small domestic bottler of mineral water trying to compete in a rapidly expanding market against Perrier, the dominant brand, and 20 other foreign and domestic waters. Company management must decide how to position and promote its product with limited resources. An excellent case to force decision making on consumer marketing strategy.

    Keywords: Product Marketing; Product Positioning; Competition; Globalized Markets and Industries; Food and Beverage Industry; Distribution Industry; United States;

    Citation:

    Shapiro, Benson P. "Poland Spring Bottling Corp." Harvard Business School Case 580-108, February 1980. (Revised April 1981.)
  213. Airframe Industry (O): December 1981

    Keywords: Aerospace Industry;

    Citation:

    Shapiro, Benson P. "Airframe Industry (O): December 1981." Harvard Business School Supplement 582-116, March 1981.
  214. AT&T Long Lines (D), Telemarketing: Introduction to Video 3

    Keywords: Marketing; Telecommunications Industry;

    Citation:

    Shapiro, Benson P. "AT&T Long Lines (D), Telemarketing: Introduction to Video 3." Harvard Business School Supplement 581-082, February 1981.
  215. Teradyne, Inc.: The Hybrid Circuit Project

    Keywords: Semiconductor Industry;

    Citation:

    Shapiro, Benson P. "Teradyne, Inc.: The Hybrid Circuit Project." Harvard Business School Case 578-117, December 1977. (Revised January 1981.)
  216. AT&T Long Lines (B), Telemarketing: Introduction to Video 1

    Keywords: Telecommunications Industry;

    Citation:

    Shapiro, Benson P. "AT&T Long Lines (B), Telemarketing: Introduction to Video 1." Harvard Business School Supplement 580-146, June 1980. (Revised December 1980.)
  217. Richardson Center for the Blind

    Keywords: Nonprofit Organizations; Health Care and Treatment; Social Enterprise; Health Industry;

    Citation:

    Shapiro, Benson P. "Richardson Center for the Blind." Harvard Business School Case 573-004, July 1972. (Revised November 1980.)
  218. AT&T Long Lines, Telemarketing, Video 1: Executive Interviews

    Citation:

    Shapiro, Benson P. "AT&T Long Lines, Telemarketing, Video 1: Executive Interviews." Harvard Business School Video Supplement 880-510, August 1980.
  219. AT&T Long Lines, Telemarketing, Video 2: National Account Manager Interviews

    Citation:

    Shapiro, Benson P. "AT&T Long Lines, Telemarketing, Video 2: National Account Manager Interviews." Harvard Business School Video Supplement 880-511, August 1980.
  220. Kearney & Trecker Corp. (B)

    Citation:

    Shapiro, Benson P. "Kearney & Trecker Corp. (B)." Harvard Business School Supplement 580-144, May 1980.
  221. Cole National Corp. (C)

    Citation:

    Shapiro, Benson P. "Cole National Corp. (C)." Harvard Business School Case 575-131, June 1975. (Revised June 1979.)
  222. Woodward Motors, Inc. (A)

    Citation:

    Shapiro, Benson P. "Woodward Motors, Inc. (A)." Harvard Business School Case 578-125, January 1978. (Revised June 1979.)
  223. International Business Machines (D1)

    Keywords: Computer Industry;

    Citation:

    Shapiro, Benson P. "International Business Machines (D1)." Harvard Business School Case 578-076, March 1978. (Revised March 1979.)
  224. SCM Organic Chemicals Division of SCM Corp.

    Keywords: Green Technology Industry;

    Citation:

    Shapiro, Benson P. "SCM Organic Chemicals Division of SCM Corp." Harvard Business School Case 579-036, September 1978. (Revised January 1979.)
  225. Triangle Maintenance Corp.

    Citation:

    Shapiro, Benson P. "Triangle Maintenance Corp." Harvard Business School Case 572-030, October 1971. (Revised January 1979.)
  226. What Is Industrial Product Policy?

    Keywords: Product;

    Citation:

    Shapiro, Benson P. "What Is Industrial Product Policy?" Harvard Business School Background Note 579-087, November 1978.
  227. National Central Bank

    Keywords: Banking Industry;

    Citation:

    Shapiro, Benson P. "National Central Bank." Harvard Business School Case 579-019, August 1978. (Revised October 1978.)
  228. Woodward Motors, Inc. (B)

    Citation:

    Jackson, Barbara B., and Benson P. Shapiro. "Woodward Motors, Inc. (B)." Harvard Business School Case 579-032, September 1978.
  229. Grafton Industries (D)

    Citation:

    Shapiro, Benson P. "Grafton Industries (D)." Harvard Business School Supplement 575-127, June 1975. (Revised May 1976.)
  230. Cole National Corp. (D)

    Citation:

    Shapiro, Benson P. "Cole National Corp. (D)." Harvard Business School Case 575-132, June 1975. (Revised April 1976.)
  231. Hero Machine Co., Inc.

    Citation:

    Shapiro, Benson P. "Hero Machine Co., Inc." Harvard Business School Case 574-059, February 1974. (Revised April 1976.)
  232. Paper Distributors, Inc. (A)

    Keywords: Pulp and Paper Industry;

    Citation:

    Shapiro, Benson P. "Paper Distributors, Inc. (A)." Harvard Business School Case 576-022, July 1975. (Revised November 1975.)
  233. Newport Instrument Division

    Citation:

    Shapiro, Benson P. "Newport Instrument Division." Harvard Business School Case 576-035, August 1975. (Revised November 1975.)
  234. Richardson Center for the Blind, Teaching Note

    Keywords: Social Issues;

    Citation:

    Shapiro, Benson P. "Richardson Center for the Blind, Teaching Note." Harvard Business School Teaching Note 573-074, August 1975.
  235. Introduction to the Case Method

    Guidelines to aid the student in analyzing a case situation by casting himself or herself in the role of protagonist, developing criteria for alternative decisions, and generalizing to other situations.

    Keywords: Cases;

    Citation:

    Shapiro, Benson P. "Introduction to the Case Method." Harvard Business School Background Note 576-031, July 1975.
  236. Smithville Co.

    Citation:

    Shapiro, Benson P. "Smithville Co." Harvard Business School Case 574-028, September 1973. (Revised July 1975.)
  237. Paper Distributors, Inc. (B)

    Keywords: Consumer Products Industry; Manufacturing Industry;

    Citation:

    Shapiro, Benson P. "Paper Distributors, Inc. (B)." Harvard Business School Case 576-023, July 1975.
  238. Fieldcrest Division of Fieldcrest Mills, Inc. (A)

    Citation:

    Shapiro, Benson P. "Fieldcrest Division of Fieldcrest Mills, Inc. (A)." Harvard Business School Case 575-002, July 1974. (Revised June 1975.)
  239. Honeywell Information Systems

    Keywords: Information Technology; Information Technology Industry;

    Citation:

    Shapiro, Benson P. "Honeywell Information Systems." Harvard Business School Case 575-047, January 1975. (Revised June 1975.)
  240. Grafton Industries (A)

    Citation:

    Shapiro, Benson P. "Grafton Industries (A)." Harvard Business School Case 575-124, June 1975.
  241. Grafton Industries (B)

    Citation:

    Shapiro, Benson P. "Grafton Industries (B)." Harvard Business School Supplement 575-125, June 1975.
  242. Grafton Industries (C)

    Citation:

    Shapiro, Benson P. "Grafton Industries (C)." Harvard Business School Supplement 575-126, June 1975.
  243. Grafton Industries (E)

    Citation:

    Shapiro, Benson P. "Grafton Industries (E)." Harvard Business School Supplement 575-128, June 1975.
  244. Fieldcrest Division of Fieldcrest Mills, Inc. (C)

    Keywords: Business Divisions;

    Citation:

    Shapiro, Benson P. "Fieldcrest Division of Fieldcrest Mills, Inc. (C)." Harvard Business School Case 575-004, July 1974.
  245. Fieldcrest Division of Fieldcrest Mills, Inc. (B)

    Citation:

    Shapiro, Benson P. "Fieldcrest Division of Fieldcrest Mills, Inc. (B)." Harvard Business School Case 575-003, July 1974.