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Stanford Graduate School of Business (USA)
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How Stories Drive Growth: HSN
Aaker, J; Schifrin, DCase SGSB-M348B-EMarketingStories play an important role in business. They are a powerful tool for persuasion and useful in the context of understanding customers, building brands and leading teams. Set in 2014, the case explores how stories can drive the growth of a company, focusing on HSN Inc., the $3 billion interactive, multi-channel retailer. When Mindy Grossman became CEO of HSN in 2006, she had three major challenges: create a new story for a 30-year old company t...Starting at €8.20
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Atmel: Igniting the B2c in B2B
Shiv, B; Hoyt, DCase SGSB-M360-EMarketingAtmel Corporation is a manufacturer of semiconductors (chips). It is an engineering-driven business-to-business company, and prior to 2012 its marketing was largely limited to preparation of specifications, launching new products, and trade shows. In 2012, it hired Sander Arts as Vice President of Marketing. Arts was not an engineer, and had very different ideas about how marketing could add value to the company. For instance, he believed tha...Starting at €8.20
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Humor: Serious Business - Caselet Studies - Eric Gurian: Humor Ignites Positive Action in Dark Times
Jennifer Aaker, Naomi Bagdonas, Peter Seibert, Eric GurianCase SGSB-M370C-EMarketingThis set of Humor: Serious Business “Caselet Studies” follows three visionaries (SPANX CEO Sara Blakely, Deloitte Partner Brian Fugere, and Friend of a Friend Productions CEO/Founder Eric Gurian) as they examine their strategic use of humor in the businesStarting at €8.20
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Humor: Serious Business - Caselet Studies - Brian Fugere: Bigger Than Bullsh*t
Jennifer Aaker, Naomi Bagdonas, Peter SeibertCase SGSB-M370B-EMarketingThis set of Humor: Serious Business “Caselet Studies” follows three visionaries (SPANX CEO Sara Blakely, Deloitte Partner Brian Fugere, and Friend of a Friend Productions CEO/Founder Eric Gurian) as they examine their strategic use of humor in the businesStarting at €8.20
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Avari Ramada Hotel: Pricing Hotel Rooms
Azhar, WCase SGSB-M314-EMarketingIn January 2016, Mr. Tahir Raza Mian, Assistant Sales and Marketing Manager at the Avari Hotel Lahore (until 1994 known and operated as the Avari Lahore Ramada Renaissance Hotel), was concerned about the average room rate at the hotel. For the first time since operations began in Lahore, Avari’s average room rate has fallen below that of its main competitors, Pearl Continental Hotel, The Nishat Hotel, or Heritage Luxury Suites. Tahir felt that ...Starting at €8.20
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Star Digital: Assessing the Effectiveness of Display Advertising
Narayanan S; Yildiz TCase SGSB-M347-EMarketingStar Digital, a multichannel video service provider with over US$100 million in annual advertising spends, was gradually increasing its online advertising spend. The company was extremely active in managing its substantial advertising budget, using return on investment information to make spending decisions. Even though the internet provided a promising platform to measure ad effectiveness, doing so for display ads was proving difficult. The t...Starting at €8.20
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How Stories Drive Growth: Skype
Aaker, J; Schifrin, DCase SGSB-M348A-EMarketingStories play an important role in business. They are a powerful tool for persuasion and useful in the context of understanding customers, building brands, and leading teams. This case explores how stories can drive the growth of a company, focusing on Skype, the voice-over-Internet-protocol (VoIP) service used by 300 million people around the world to make free or cheap video and voice calls. In 2012, Skype needed its customers to transition fro...Starting at €8.20
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Orb: The Next Big Thing (A)
Pedro M Gardete, Debra SchifrinCase SGSB-M363A-EMarketingIn 2003, the tiny start-up Orb came up with a breakthrough technology. Through its software, every type of media on a PC (including music, photos, and videos) could be streamed remotely to any mobile device for free. Orb also enabled users to stream live TV onto their PCs and mobile devices. This was a technological feat in the days before the iPhone and other smartphones. When Orb launched in 2005, it won the “Next Big Thing” award from the inf...Starting at €8.20
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Qihoo 360: A Subversive Tiger in the Internet Jungle
Harikesh Nair, Sheila MelvinCase SGSB-M355-EMarketingQihoo 360 Technology Company was a leading Internet platform company in China, the number one provider of Internet and mobile security products as measured by user base. The company entered China’s fiercely competitive Internet market relatively late and adopted the “freemium” model as the basis of its business. “In the beginning,” said Qihoo founder Zhou Hongyi, “Forget how to make money – focus on how to create a valuable service for every cons...Starting at €8.20
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Mercado Libre (Spanish Version)
Barnett, William; Mekikian, GaryCase SGSB-IB105SPMarketingA medida que se acercaba 2013, Marcos Galperin y su equipo de altos ejecutivos de MercadoLibre se reunieron para celebrar el impresionante crecimiento de su empresa y contemplar los desafíos que se avecinan. Desde que comenzó la compañía con sus compañeros de clase de la Stanford Business School en 1999, Marcos había transformado la compañía de un sitio de subastas en Internet similar a eBay, al mercado en línea líder de América Latina único por ...Starting at €8.20