Author Details

John Branch

John Branch

Clinical Assistant Professor of Business Administration; University of Michigan’s Ross School of Business

John Branch currently teaches a variety of marketing and international business courses at the undergraduate, M.B.A., and executive levels. For two years (2007-2008) he acted as Director of Educational Outreach at the William Davidson Institute, during which time he was responsible for the development and dissemination of pedagogical materials on emerging and transitional markets. He also holds an affiliated research fellowship with the University’s Center for Russian and East European Studies. Prior to joining Ross, Professor Branch was on the faculty of the John M. Olin School of Business at Washington University in Saint Louis (U.S.A.) for five years. John began his academic career in 1993 as an Assistant Professor of Marketing at École Supérieure de Commerce de Rennes in France. Since then, he has also served as an adjunct or visiting professor at more than 40 business schools throughout world, including the Rotterdam School of Management (Netherlands), the University of Ljubljana (Slovenia), ESAN (Peru), and the Sasin Graduate Institute of Administration (Thailand). He was also a visiting scholar at Queen Elizabeth House of the University of Oxford (England) and at the J. L. Kellogg Graduate School of Management of Northwestern University (U.S.A.). Professor Branch has been involved in a variety of European Union and other government-funded development projects, most notably in the republics of the former U.S.S.R., including Kyrghyzstan, Ukraine, and Uzbekistan, and in those of Eastern and Central Europe. He has also participated in management training programmes in numerous international organisations, including British American Tobacco, Anheuser-Busch, British Telecom, Cargill, Coca-Cola, Michelin, and Nestlé.

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Spry Chewing Gum: Blowing Bubbles in a Competitive Market
Containing the key ingredient, xylitol, Spry® Chewing Gum creates an unwelcome environment for the bacteria that cause tooth decay and other oral problems. Clinical studies have shown repeatedly that chewing…
Publication Date: 12/07/2015 Product ID: 1-430-470
$1.95
Sussex Industries: New Products or New Markets?
Both the U.S. Navy and U.S. Air Force have decided to nix their longstanding contracts with Sussex for liquid oxygen (LOX) converters, the company’s main product, favoring instead a new…
Publication Date: 12/07/2015 Product ID: 1-430-471
$1.95
Woodmaster: Developing a Distribution Channel
Subit Singh, export manager of Woodmaster, wants to enter the American market with a combination woodworking machine. The machines have been hugely successful on the European market. He wants to…
Publication Date: 12/07/2015 Product ID: 1-430-472
$1.95
Afrikan Tahti: Coming to America?
The makers of Afrikan Tähti (African Star), a board game in Finland and Sweden, are considering a market expansion, especially to the United States. In the game, players search for…
Publication Date: 12/07/2015 Product ID: 1-430-462
$1.95
Delta Corporate Accounts: Measuring Customer Value
You are asked to imagine that you have been hired by Delta Air Lines to help manage corporate accounts for the State of Michigan. Economic activity has been on the…
Publication Date: 12/07/2015 Product ID: 1-430-474
$1.95
Arm & Hammer: Extending a Trusted Brand
Church & Dwight Company, Inc., is the world’s largest producer of sodium bicarbonate, also known as baking soda, and the maker of the most popular brand of baking soda on…
Publication Date: 12/07/2015 Product ID: 1-430-463
$1.95
Gardasil: Growing a New Market
Gardasil from Merck was approved for the prevention cervical, vulvar, and vaginal cancer as well as genital warts caused by various types of human papillomavirus (HPV) for girls and women…
Publication Date: 12/07/2015 Product ID: 1-430-475
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Clearshield: Evaluating Market Attractiveness
A company with headquarters in Auburn Hills, Michigan, has a solution to uneven coverage of wiper fluid. Clearshield Company manufactures a windshield washing fluid heater, which instantly heats the fluid…
Publication Date: 12/07/2015 Product ID: 1-430-464
$1.95
The Clean Hands Company: Market Selection
Raymond Johnson is convinced that he has a solid product offering in the Clean Hands Advanced Hand-Washing Monitor. The product ensures that employees that come into close contact with food…
Publication Date: 12/07/2015 Product ID: 1-430-476
$1.95
Ecolab: Is Green the New Black?
Ecolab, a maker of cleaning supplies, commercial laundry detergents, and pest elimination chemicals, with 2012 revenue of more than 40 billion USD and a 2011 Fortune 500 ranking of 365,…
Publication Date: 12/07/2015 Product ID: 1-430-465
$1.95

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