Spring 1996
Volume 37, Issue # 3


The Design and Development of Information Products

  • Research Feature
  • Read Time: 46 min 

“This is not Snow White and the Seven Dwarfs [i.e., the Bell operating companies] here. Rather, it is a market of a thousand niches served by tens of thousands of firms, each offering dozens, if not hundreds, of different products.&


Use Strategic Market Models to Predict Customer Behavior

  • Research Feature
  • Read Time: 19 min 

Positioning products in a complex market is one of a company’s hardest decisions. In determining whether to combine or maintain separate product lines, Hewlett-Packard used strategic market modeling (SMM) to design “what if” scenarios and run simulations forecasting market behavior. SMM combines demographics, user needs and competitive-perception data into a database for testing alternative positioning strategies. The author describes SMM’s development and the lessons learned.


The Internet and International Marketing

  • Research Feature
  • Read Time: 45 min 

The Internet promises to revolutionize the dynamics of international commerce and, like the telephone and fax machine, may be a major force in the democratization of capitalism.


Working in Japan: Lessons from Women Expatriates

  • Research Feature
  • Read Time: 27 min 

In today’s world, business is international. As the global operations of U.S. firms acquire increasing strategic importance, so do the personnel that manage those operations, particularly expatriate managers. Since a growing number of the expatriate managers are women, U.S.


The Risks of Outsourcing IT

  • Research Feature
  • Read Time: 24 min 

While outsourcing IT has been a trend in the 1990s, it is not a new phenomenon. For example, systems development has been sourced from outside through application packages or software houses for many years.



The Value of Selective IT Sourcing

  • Research Feature
  • Read Time: 35 min 

When Eastman Kodak turned over the bulk of its IT operations to three outsourcing partners in 1989, outsourcing was a $4 billion a year business.1 Today, that number has grown to nearly $40 billion a year, according to the estimates of industry watchers Frost & Sullivan.