Social Media and the Burger King Brand by Andrew Schneller and John Marshall Length: 27 pages Publication date: 2007 Case #6-0025 With profits decreasing and franchisees unhappy, Burger King needed to take dramatic action and redefine how it was perceived by customers. Instead of traditional advertising, the company created Burger King-related content intended to entertain consumers, give the brand social currency, and create a sense of mystery. The firm chose inexpensive, non-traditional media channels such as internet micro-sites and social networking sites to reach target consumers. This case study examines how the use of digital communication, media channels, and Web 2.0 have changed the way firms can build their brands. [ Preview copy in PDF format (627K) ] [ Request Teaching Note, for professors only ] Aligning the Supply Chain by Laura R. Kopczak and M. Eric Johnson Length: 17 pages Publication date: 2006 Case #6-0024 Align Technology, makers of the highly successful orthodontic treatment Invisalign™, was in the midst of a transition from a start-up venture to an established firm. With customer orders stepping up, Align outlined a multi-million dollar IT investment for a new execution system that would address the growing complexity of managing its multi-country operations. This case study examines the challenges of manufacturing a mass customization product and the business case behind Align's investment in a new enterprise information system to automate its supply chain. [ Preview copy in PDF format (490K) ] [ Request Teaching Note, for professors only ] Technology and Quality at Steinway by M. Eric Johnson, Joseph Hall, and David Pyke Length: 20 pages Publication date: 2005 Case #6-0023 For almost two centuries, Steinway & Sons set the standard for excellence in piano manufacture. This case articulates the Steinway definition of quality, how they achieved that quality, and contrasts their quality with its mass produced competitors. More importantly, this case explores the role and impact of technology on quality, showing how Steinway used new product offerings to enhance its distribution strategy and control its quality image. [ Preview copy in PDF format (879K) ] [ Request Teaching Note, for professors only ] Haven't found the case you needed? More case studies can be found in our case study series library.