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Featured Companies
| Opening Vignette | Tech Expert | Technology Solution for Global Problems | |
| Chapter 1: | Cars of the Future | N/A | One Laptop Per Child |
| Chapter 2: Strategy | Medtronics | Auroras/IPTV | Aravind Eye Hospital |
| Chapter 3: Culture | ESRI | Star Sight | |
| Chapter 4: MO/Teams R&D-marketing interaction |
Buckman Labs | Hewlett Packard, Xilinx, Agilent |
Dignity Toilets |
| Chapter 5: Partnerships/CRM |
Apple | Kevin Myette REI |
The Sling Shot |
| Chapter 6: Research | IDEO | Grupthink | Biowave Power |
| Chapter 7: Customer Behavior/ Segmentation |
RFID chips | Panasonic Mobile Japan |
Manila Water |
| Chapter 8: Product/Tech. Management |
Apple iPod | Memjet Sun MicroSystems |
Godisa SolarAid |
| Chapter 9: Distribution/ Supply Chain Mngt. |
Cisco | Cisco | Big Loda WorldBike |
| Chapter 10: Pricing | Apple iphone | RightNow Tech. | Orascom Telecomm. |
| Chapter 11: A&P | Microsoft | Respond2 | Lymphatic Filariasis |
| Chapter 12: Branding | Samsung | Foveon | IDE/Bamboo Treadle |
| Chapter 13: | Eli Lilly | Intel | NanoSolar |
Minicases (end of text): Xerox, Skype, Selco, Tivo, Airbus/Boeing, ESRI, Goomzee Mobile Marketing
