Publications
Publications
  • October 1987 (Revised October 1992)
  • Case
  • HBS Case Collection

Black & Decker Corp.: Household Products Group, Brand Transition

  • Format:Print
  • | Language:Spanish
  • | Pages:14
ShareBar

Abstract

This rewritten version differs from Black & Decker Corp.: Household Products Group (A1) in two ways: 1) It has an explicit decision focus. Homa must decide on a program to transfer the Black & Decker name to GE small appliances; and 2) The detailed information concerning advertising, promotion programs, purchase allowances, volume rebates, dating discounts, cooperative advertising, and consumer rebates has been condensed.

Keywords

Decisions; Marketing Strategy; Brands and Branding; Consumer Products Industry

Citation

Drumwright, Minette E., and John A. Quelch. "Black & Decker Corp.: Household Products Group, Brand Transition." Harvard Business School Case 588-015, October 1987. (Revised October 1992.)

More from the Author