More search options
Basket icon
No items
Basket icon

Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Case
-
Reference no. 9-589-028
Subject category: Marketing
Authors: John A Quelch (Harvard Business School); T Hiller (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1988
Version: 5 October 1992
Length: 24 pages
Data source: Field research
Topics: Advertising; Marketing strategy; Product positioning
Notes: Customers will need to be registered on the Harvard Business Publishing website in order to view the video.
Share a link: https://casecent.re/p/47381
| No reviews for this item
View our pricing guide or login to see prices.

Abstract

This case is accompanied by a Video Short that can be shown in class or included in a digital coursepack. Instructors should consider the timing of making the video available to students, as it may reveal key case details.Suzuki and advertising agency executives are debating the product positioning and accompanying copy strategy alternatives for the Suzuki Samurai prior to its US introduction.
Location:
United States
Industry:
Automobiles
Size:
USD1 billion revenues
Other setting(s):
1985-1986
Teaching note
-
Reference no. 5-591-079
Subject category: Marketing
Authors: John A Quelch (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1991
Version: 29 January 1991
Length: 9 pages
View full details
Compact case
Supplement
-
Reference no. 9-591-040
Subject category: Marketing
Authors: N Craig Smith (Harvard Business School); John A Quelch (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1991
Version: 8 January 1991
Length: 2 pages
Data source: Published sources
Topics: Crisis management; Advertising; Marketing strategy; Product positioning
Notes: Customers will need to be registered on the Harvard Business Publishing website in order to view the video.
View full details

About

Abstract

This case is accompanied by a Video Short that can be shown in class or included in a digital coursepack. Instructors should consider the timing of making the video available to students, as it may reveal key case details.Suzuki and advertising agency executives are debating the product positioning and accompanying copy strategy alternatives for the Suzuki Samurai prior to its US introduction.

Settings

Location:
United States
Industry:
Automobiles
Size:
USD1 billion revenues
Other setting(s):
1985-1986

Related

Teaching note
-
Reference no. 5-591-079
Subject category: Marketing
Authors: John A Quelch (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1991
Version: 29 January 1991
Length: 9 pages
View full details
Compact case
Supplement
-
Reference no. 9-591-040
Subject category: Marketing
Authors: N Craig Smith (Harvard Business School); John A Quelch (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1991
Version: 8 January 1991
Length: 2 pages
Data source: Published sources
Topics: Crisis management; Advertising; Marketing strategy; Product positioning
Notes: Customers will need to be registered on the Harvard Business Publishing website in order to view the video.
View full details