Author Profile
Spekman, Robert E.
I.M.A.G.E. International (SPANISH)
Newton, Derek A. Spekman, Robert E. Ranson, Alexandra
M-0958 | Published July 11, 2019 | 5 pages Case
Collection: Darden School of Business
This is a Spanish translation of the February 28, 2019, version of UVA-M-0417. This case furthers student understanding of and familiarity with nonfinancial incentives. It describes major elements tha... Read More
ExAblate Neuro
Spekman, Robert E. Thames, Matthew
M-0888 | Published June 29, 2015 | 20 pages Case
Collection: Darden School of Business
This case examines InSightec, a company that had pioneered a therapeutic medical technology known as magnetic-resonance-guided focused ultrasound surgery with a product line named ExAblate. Further de... Read More
Marketing Plan Development
M-0848 | Published August 11, 2013 | 21 pages Technical Note
Collection: Darden School of Business
This note describes in detail the components of a marketing plan and the process by which data are collected and the plan is developed. Its objective is to develop a sense of purpose and discipline in... Read More
The Apple iPhone (Abridged)
Farris, Paul W. Spekman, Robert E. Mitchell, James
M-0851 | Published July 05, 2013 | 8 pages Case
Collection: Darden School of Business
This case describes the introduction of the Apple iPhone, including subsequent price reductions and market share goals. The case includes publicly available data on iPhone production costs, channel ma... Read More
BP in Russia: Bad Partners or Bad Partnerships? (B)
Spekman, Robert E. Linetsky, Zuri
M-0845 | Published December 20, 2012 | 4 pages Case
Collection: Darden School of Business
This second part of a two-part case provides the epilogue to the story of BP's conflicts with Russian oil partners and underscores the importance of alliance management. Read More
The United Drug Packaging Division
Spekman, Robert E. O'Sullivan, Robert
M-0840 | Published October 03, 2012 | 26 pages Case
Collection: Darden School of Business
In response to fluctuations in the economy and the pharmaceutical industry, United Drug reexamines the marketing of its packaging division, recently restructured under a new managing director. Read More
BP in Russia: Bad Partners or Bad Partnerships? (A)
Spekman, Robert E. Linetsky, Zuri
M-0819 | Published September 14, 2011 | 9 pages Case
Collection: Darden School of Business
This case pairing is used in Darden's "Business to Business Marketing" course elective. Following the Deepwater Horizon oil spill, BP seeks to expand its assets and revenues, so it looks to Russia, bu... Read More
Infoterra GmbH
Spekman, Robert E. Plotner, Olaf Gogdun, Bulent
M-0796 | Published May 31, 2011 | 10 pages Case
Collection: Darden School of Business
After launching a new radar satellite, the satellite data subsidiary of a large aerospace firm is pressured to increase revenues by EUR250 million over the satellite's lifespan--seven years. Mindful o... Read More
Customer Segmentation in Business-to-Business Markets
Spekman, Robert E. Stein, Joshua
M-0792 | Published March 18, 2011 | 26 pages Technical Note
Collection: Darden School of Business
The purpose of this note is to help students better understand the concept of customer segmentation in a business-to-business (B2B) context, focused on such topics as the role segmentation plays in th... Read More
Fiat and Chrysler: Gaining on Global Automakers?
Spekman, Robert E. Fritz, Jacki
M-0780 | Published October 06, 2009 | 20 pages Case
Collection: Darden School of Business
This case examines the formation of an alliance between Fiat and Chrysler during the height of the financial crisis as a mechanism to save Chrysler from liquidation. The case traces the events leading... Read More
Using Social Media in the B2B Context
Spekman, Robert E. Dotson, Eliane
M-0778 | Published July 27, 2009 | 12 pages Technical Note
Collection: Darden School of Business
Business-to-business marketers have begun to appreciate the value social networks -- specifically, the use of social media -- to nurture relationships with current customers and to reach one's potenti... Read More
Designing Channels of Distribution
Spekman, Robert E. Farris, Paul W.
M-0769 | Published April 21, 2009 | 11 pages Technical Note
Collection: Darden School of Business
This note addresses the issues that arise and the complexities that must be addressed when designing a channel of distribution. Content includes the definition of a distribution channel, the steps in ... Read More
Sullair: Redefining Its Channel of Distribution
Spekman, Robert E. Natarajan, Jaishankar
M-0772 | Published April 21, 2009 | 16 pages Case
Collection: Darden School of Business
This case examines the interplay between Sullair, an air compressor manufacturer, and its channel of distribution. Unlike the two market leaders, Sullair has chosen not to compete with its distributor... Read More
Compact Fluorescent Bulbs: 15 Years Later
Spekman, Robert E. Farris, Paul W. Webb, Marjorie
M-0766 | Published September 12, 2008 | 5 pages Case
Collection: Darden School of Business
Compact fluorescent bulbs (CFLs) lasted five to six times longer?8,000 to 12,000 hours?than comparable incandescent bulbs and consumed 75% less energy. By July 2008, prices had fallen as low as $2 or ... Read More
The Apple iPhone
Farris, Paul W. Spekman, Robert E. Mitchell, James
M-0765 | Published July 31, 2008 | 14 pages Case
Collection: Darden School of Business
This case describes the introduction of the Apple iPhone, including subsequent price reductions and market share goals. The case includes publicly available data on iPhone production costs, channel ma... Read More
ZS Associates: Sales Force Sizing
Spekman, Robert E. Kumar, Sameer Kalla, Arya
M-0745 | Published August 29, 2006 | 6 pages Case
Collection: Darden School of Business
This case describes a consulting firm that is assisting a pharmaceutical company as it faces a strategic question regarding how to determine the size of its sales force. An Excel file containing two o... Read More
A Note on Sizing the Sales Force
Spekman, Robert E. Kumar, Sameer Kalla, Arya
M-0746 | Published August 29, 2006 | 11 pages Technical Note
Collection: Darden School of Business
This note describes several approaches one could employ to size a sales force. It addresses the advantages of each approach as well as the weaknesses. The case entitled "Z Associates: Sizing the Sales... Read More
Sales Force Management and Measurement
Farris, Paul W. Spekman, Robert E. Bendle, Neil Larson, Eric
M-0721 | Published July 11, 2005 | 13 pages Technical Note
Collection: Darden School of Business
This note describes the metrics that are used to monitor sales-force efficiency and effectiveness. It addresses sales territories, sales potential, and territory changes, as well as forecasting and me... Read More
NBC Sports: The Major League Baseball Television Rights Decision
Spekman, Robert E. Whiting, Todd
M-0691 | Published March 04, 2004 Case
Collection: Darden School of Business
This case examines NBC's decision to bid on Major League Baseball's contract. The issues relate to the cost of the contract and whether it helps NBC meet both its profit targets and strategic goals. T... Read More
FedEx and UPS—The War Continues
Spekman, Robert E. Composit, Jeanna
M-0689 | Published February 20, 2004 | 15 pages Case
Collection: Darden School of Business
This case examines both the nature of competition between two formidable firms and how they continue to transform themselves. See also "Package War: FedEx vs. UPS" (UVA-G-0485). Read More
Telezoo (C)
M-0662 | Published October 28, 2002 | 18 pages Case
Collection: Darden School of Business
The C case is the third in the Telezoo series that traces the growth of this Internet start-up. The firm has now entered the economic decline of the late 1990s and has been caught in the collapse of t... Read More
Collaborative E-Commerce: Shaping the Future of Partnerships in the Healthcare Industry
Spekman, Robert E. Harahsheh, Anwar
M-0661 | Published July 19, 2002 | 18 pages Case
Collection: Darden School of Business
The purpose of this case is to provide insight into the dynamics of the pharmaceutical industry and to offer one view of the changing business model in the industry. What was once a vertically integra... Read More
Telezoo (A): Feast or Famine?
Spekman, Robert E. Campbell, Neil
M-0651 | Published August 14, 2001 | 15 pages Case
Collection: Darden School of Business
The A case describes the start of a new business, Telezoo, and the challenges facing a start-up as it attempts to develop a unique place for itself in the marketplace. Read More
Telezoo (B): Feast or Famine?
Spekman, Robert E. Campbell, Neil
M-0652 | Published August 14, 2001 | 9 pages Case
Collection: Darden School of Business
The B case describes the different strategies initiated my Ms. Murville as she attempts to correct the problems highlighted in the A case. This case develops the thinking and the rationale for Telezoo... Read More
United Technologies Corporation: Supplier Development Initiative
Spekman, Robert E. Gibbons, Emily Jean
M-0646 | Published July 19, 2000 | 14 pages Case
Collection: Darden School of Business
In mid-2000, United Technologies Corporation (UTC) was two years into a supplier development integration program. The major focus of this initiative was to strengthen relationships with "key" supplier... Read More
Chrysler Corporation: Negotiations between Daimler and Chrysler
Bruner, Robert F. Spekman, Robert E. Christmann, Petra Kannry, Brian Davies, Melinda
F-1240 | Published October 01, 1998 | 45 pages Case
Collection: Darden School of Business
This case may be taught singly or used as a merger-negotiation exercise with "Daimler-Benz A. G.: Negotiations between Daimler and Chrysler" (UVA-F-1241). Set in February 1998, the case places student... Read More
Daimler-Benz A.G.: Negotiations Between Daimler and Chrysler
Bruner, Robert F. Spekman, Robert E. Christmann, Petra Kannry, Brian Davies, Melinda
F-1241 | Published October 01, 1998 | 45 pages Case
Collection: Darden School of Business
This case may be taught singly or used as a merger-negotiation exercise with "Chrysler Corporation: Negotiations between Daimler and Chrysler" (UVA-F-1240). Set in February 1998, the case places stude... Read More
Stored-Value Cards at Trustworthy Bank
Spekman, Robert E. Truitt, Janie
M-0522 | Published February 25, 1998 | 23 pages Case
Collection: Darden School of Business
The purpose of this case is to present students with the challenges of introducing a new technology, smart cards, into the retail banking market. Student must confront issues such as pricing, segmenta... Read More
IBM and Apple Computer Alliance (A)
Spekman, Robert E. Crowder, Lane Paddack, Katarina
M-0509 | Published January 15, 1997 | 9 pages Case
Collection: Darden School of Business
This case series (labeled A through D, UVA-M-0509 through UVA-M-0512) help students understand and articulate the stark realities that bring competitors together as alliance partners. The A case sets ... Read More
IBM and Apple Computer Alliance (B)
Spekman, Robert E. Crowder, Lane Paddack, Katarina
M-0510 | Published January 15, 1997 | 12 pages Case
Collection: Darden School of Business
This case series (labeled A through D, UVA-M-0509 through UVA-M-0512) help students understand and articulate the stark realities that bring competitors together as alliance partners. The B case looks... Read More
IBM and Apple Computer Alliance (C)
Spekman, Robert E. Crowder, Lane Paddack, Katarina
M-0511 | Published January 15, 1997 | 13 pages Case
Collection: Darden School of Business
This case series (labeled A through D, UVA-M-0509 through UVA-M-0512) helps students understand and articulate the stark realities that bring competitors together as alliance partners. The C case exam... Read More
IBM and Apple Computer Alliance (D) Epilogue: 1995-96
Spekman, Robert E. Paddack, Katarina
M-0512 | Published January 15, 1997 | 7 pages Case
Collection: Darden School of Business
This case series (labeled A through D, UVA-M-0509 through UVA-M-0512) helps students understand and articulate the stark realities that bring competitors together as alliance partners. The D case prov... Read More
Bombardier (A): The Procurement Decision of Light Rail Cars for the Los Angeles Metro Transit Authority
Spekman, Robert E. Crowder, Lane
M-0470 | Published August 28, 1996 | 19 pages Case
Collection: Darden School of Business
The purpose of the case is to help students understand the complex nature of a visible and expensive organizational buying process. The goal is to help students appreciate the nature of the selling ta... Read More
Bombardier (B): The Los Angeles Metro Transit Authority Decision
Spekman, Robert E. Crowder, Lane
M-0471 | Published August 28, 1996 | 4 pages Case
Collection: Darden School of Business
The purpose of the case is to help students understand the complex nature of a visible and expensive organizational buying process. The goal is to help students appreciate the nature of the selling ta... Read More
The Package War: FedEx vs. UPS
Bruner, Robert F. Spekman, Robert E. Crowder, Lane
G-0485 | Published February 15, 1996 | 33 pages Case
Collection: Darden School of Business
This case allows students to observe two competing businesses transform themselves over time. By following the competitive actions and reactions over more than 10 years, students gain an appreciation ... Read More
Shell Italia (A)
Isabella, Lynn A. Spekman, Robert E. MacAvoy, Thomas C. Forbes, Ted
OB-0586 | Published August 28, 1995 | 14 pages Case
Collection: Darden School of Business
This case, together with the B case, examines the critical role played by alliance managers. Shell sought to reenter the Italian market through a joint venture with MontEdison. The series tells the st... Read More
Shell Italia (B)
Isabella, Lynn A. Spekman, Robert E. MacAvoy, Thomas C. Forbes, Ted
OB-0587 | Published August 28, 1995 | 3 pages Case
Collection: Darden School of Business
This case continues the examination begun in the A case (UVA-OB-0586) of the critical role played by three alliance managers during Shell's attempt to reenter the Italian market through a joint ventur... Read More
British Airways-USAir: Structuring A Global Strategic Alliance (B)
Isabella, Lynn A. Spekman, Robert E. MacAvoy, Thomas C. Forbes, Ted
OB-0585 | Published August 24, 1995 | 9 pages Case
Collection: Darden School of Business
This case, a follow-up to the A case (OB-0584), presents the decisions made by the coordination team and provides a vehicle to discuss their appropriateness. Read More
British Airways-USAir: Structuring A Global Strategic Alliance (A)
Isabella, Lynn A. Spekman, Robert E. MacAvoy, Thomas C. Forbes, Ted
OB-0584 | Published August 24, 1995 | 27 pages Case
Collection: Darden School of Business
This case presents the issues faced by the BA-USAir coordination team as it struggles with creating a management structure to facilitate the development of a newly announced alliance. The team has six... Read More
Alliance Between IBM and Apple Computers
Spekman, Robert E. Crowder, Lane
M-0460 | Published August 09, 1995 | 24 pages Case
Collection: Darden School of Business
This case examines the alliance between two arch rivals in the computer industry--IBM and Apple. The objective of the case is to help students appreciate the awkward partnerships that arise among comp... Read More
AT&T and Olivetti: Analysis of a Failed Strategic Alliance
Spekman, Robert E. Bolon, Meredith Moskow
M-0430 | Published November 02, 1993 | 10 pages Case
Collection: Darden School of Business
This case examines the early stages of an alliance between two firms. The case deals with the reasons why the alliance makes sense, and documents how the alliance degrades and eventually fails. It dem... Read More
Battlefield Furniture Group, Inc.
Spekman, Robert E. Newton, Derek A. Ranson, Alexandra
M-0431 | Published November 02, 1993 | 9 pages Case
Collection: Darden School of Business
This case serves as an introduction to field sales management. A manager must address three sales representatives' ingrained behaviors in order to implement a major shift in marketing strategy. Studen... Read More
Madison Fiber Corporation
Spekman, Robert E. Newton, Derek A. Ranson, Alexandra
M-0425 | Published October 28, 1993 | 10 pages Case
Collection: Darden School of Business
This case offers students an opportunity to examine a variety of issues concerning compensation that include: How much to pay? What kind of compensation plan to use? How much of the management task ca... Read More
James R. Steiner
Spekman, Robert E. Newton, Derek A. Ranson, Alexandra
M-0419 | Published October 13, 1993 Case
Collection: Darden School of Business
A medical supplies sales representative discusses how to identify potential managers and what he considers to be an organization's responsibility for developing its people. This interview offers stude... Read More
I.M.A.G.E. International
Newton, Derek A. Spekman, Robert E. Ranson, Alexandra
M-0417 | Published October 12, 1993 | 4 pages Case
Collection: Darden School of Business
This case furthers student understanding of and familiarity with nonfinancial incentives. It describes major elements that go into making a high-performance salesforce; the practices, policies, and ph... Read More