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37 items were found using the following search criteria
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Evolution of a Brand (Spanish version)
Deighton, JohnCase HBS-508S16MarketingExamines the evolution of Dove from functional brand to a brand with a point of view after Unilever designated it as a masterbrand, and expanded its portfolio to cover entries into a number of sectors beyond the original bath soap category. The development causes the brand team to take a fresh look at the cliches of the beauty industry. The result is the controversial Real Beauty campaign. As the campaign unfolds, Unilever learns to use the Inter...Starting at €8.20
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Dove: Evolution of a Brand
Deighton, JohnCase HBS-508047-EMarketingExamines the evolution of Dove from functional brand to a brand with a point of view after Unilever designated it as a masterbrand, and expanded its portfolio to cover entries into a number of sectors beyond the original bath soap category. The development causes the brand team to take a fresh look at the cliches of the beauty industry. The result is the controversial Real Beauty campaign. As the campaign unfolds, Unilever learns to use the Inter...Starting at €8.20
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eBay Partner Network (A)
Edelman, Benjamin; Larkin, Ian I.Case HBS-910008-EService and Operations ManagementeBay considers adjustments to the structure and rules of its affiliate marketing program, eBay Partner Network (ePN). In particular, eBay reevaluates affiliate compensation structure, the role of bonuses for especially productive affiliates, and the overall rationale for outsourcing online marketing efforts to independent affiliates. The case presents the history and development of ePN, ePN's importance to eBay, and the mechanics of online affili...Starting at €8.20
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Nettwerk: Digital Marketing in the Music Industry
Deighton, John; Kornfeld, LeoraCase HBS-510055-EMarketingHow is music marketed in the digital era? Nettwerk Music Group built on its foundation as a social, grassroots marketer of music and artists, and emerged as a leader in the Internet-enabled social media environment. For most of the past decade Nettwerk CEO Terry McBride let fans consume music on their own terms. He encouraged file-sharing, the remixing of his artists' songs and videos, and an environment in which "the audience is the record compa...Starting at €8.20
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Harvard Business School Executive Education: Balancing Online and Offline Marketing
Deighton, John; Kornfeld, LeoraCase HBS-510091-EMarketingHow does a small business set its online media budget? The HBS Executive Education Division can be viewed as a small-to-medium sized business unit with annual revenues of $107 million. As we watch it change its culture, practices, and organization from offline to online marketing, we have an opportunity not simply to see the metrics used in online marketing budget allocation, but also the stresses involved in the birth of a new go-to-market cultu...Starting at €8.20
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Ad Classification at Right Media, Slide Supplement (Standard)
Edelman, BenjaminCase HBS-911038-EService and Operations ManagementRight Media considers systems and policies to make sure that ads are only shown on web sites where they are appropriate, and vice versa. Setting standards is particularly challenging given the large and growing marketplace, the numerous participants, their diverse requirements, and the dynamics of policy enforcement when market participants are competing intensely.Starting at €8.20
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Ad Classification at Right Media, Pre-Class Slide Supplement (Standard)
Edelman, BenjaminCase HBS-911037-EService and Operations ManagementRight Media considers systems and policies to make sure that ads are only shown on web sites where they are appropriate, and vice versa. Setting standards is particularly challenging given the large and growing marketplace, the numerous participants, their diverse requirements, and the dynamics of policy enforcement when market participants are competing intensely.Starting at €8.20
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foursquare
Piskorski, Mikolaj Jan; Eisenmann, Thomas R.; Bussgang, Jeffrey J.; Chen, DavidCase HBS-711418-EEntrepreneurshipThe cofounders of foursquare are deciding how to respond to competitive threats and scale up the organization. Foursquare was a location-based online service that allowed users to "check in" to a location using an application on a smartphone. Foursquare kept track of a user's check-ins, shared them with users' friends, and unlocked "Specials" that gave users discounts at nearby locations. Within a year and a half of its founding the company had 4...Starting at €8.20
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oDesk: Changing How the World Works
Groysberg, Boris; Thomas, David A.; Tydlaska, JenniferCase HBS-411078-ELeadership and People ManagementIt is 2010, and Gary Swart, CEO of oDesk, is contemplating the next steps for his organization. Founded in 2004 in California, oDesk operates an online marketplace that matches Employers with Contractors. oDesk provides fact-based information on Contractors, including experience, skills, and certifications, to Employers, who use this information as a basis for interviewing and hiring Contractors. oDesk's online marketplace also includes a payment...Starting at €8.20
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The Cayenne Launch (Spanish version)
Deighton, John; Avery, Jill; Fear, JeffreyCase HBS-520S01MarketingCan an online discussion forum supply insight into the evolution of brand meaning? In 2003 Porsche launched a sport utility vehicle, dividing Porsche purists from newcomers to the brand. Vocal members of online and offline Porsche communities ridiculed the Cayenne SUV and disapproved of the new breed of driver. Some opposed offering Porsche Club membership to them, and some even refused to extend the fraternal Porsche "wave" or headlight flashing...Starting at €8.20