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124 items were found using the following search criteria
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MINI USA: Finding a New Advertising Agency (A)
Godes, David B.Case HBS-508041-EMarketingTo maximize their effectiveness, color cases should be printed in color. Selling an intangible like advertising services is a difficult task. The first step is to understand how brands buy these services. What are they looking for? What do they need to learn? How do they go about assessing things like creativity, trust, and loyalty? This set of cases puts the students into the roles of the seller (an advertising agency named Butler, Shine, Stern ...Starting at €8.20
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Xanadu on Broadway
Elberse, AnitaCase HBS-508062-EMarketingCan one of Hollywood's biggest flops magically turn into a Broadway hit? Xanadu, an adaptation of a 1980 Olivia Newton-John roller-disco film described by one critic as "the epic failure to end all epic failures," opened on Broadway in July 2007. Producer Rob Ahrens, the driving power behind the resurrection, anxiously awaited the verdict of audience members. Was the choice to produce Xanadu the Broadway musical the right choice?Starting at €8.20
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Glass Egg Digital Media
Godes, David B.Case HBS-508066-EStrategyGlass Egg is an outsource games development firm in Vietnam. They are able to offer brand-name publishers -- Microsoft EA,Atari -- significant cost savings in the development of art assets for their video games. However, the firm's management find themselves at a point at which they feel they need to make a strategic decision that will enable Glass Egg to grow more substantially and more quickly. They are evaluating three possible directions incl...Starting at €8.20
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EFI, Inc. (C)
Godes, David B.; Barley, LaurenCase HBS-508046-EMarketingThis is a follow-on case to EFI, Inc. (A) and (B). It reports on the sales force's response to the new plan and provides some data as to their performance in the quarters immediately following the implementation of the new plan.Starting at €5.74
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EFI, Inc. (A)
Godes, David B.; Barley, LaurenCase HBS-508044-EMarketingEFI has a unique sales compensation challenge. They cannot allocate sales credit for their core product to individual salespeople. So, they've historically paid the sales force as a team. This has worked out fine, since they've been a near-monopoly seller of a single product category. However, this has changed. Not only are they facing new competition in their core product bu they also have diversified into other products that allow them to ident...Starting at €8.20
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EFI, Inc. (A), (B), and (C), Teaching Note
Godes, David B.Teaching Note HBS-508084-EMarketingTeaching Note for [508044], [508045], and [508046].Starting at €0.00
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ENSR International, Teaching Note
Godes, David B.Teaching Note HBS-503094-EMarketingTeaching Note for (9-503-075).Starting at €0.00
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Thoughts on Selling to Large Customers (Portuguese Version, Brazil)
Vila, VictorianoTechnical Note MN-367-PBMarketingIn recent decades, the area considered most important by companies has changed. When making comparisons, criteria have varied when assessing the importance of production, finance, marketing and R&D, among others. Now everyone acknowledges that a company's most important asset is its customers. Ideas such as "A company's value depends on the value of its customers" and "A company is as good or bad as its customers perceive it to be" are no longer ...Starting at €8.20
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Rudolf Schwarz at Ariadna AG (B)
Stein, Guido; Pin Arboledas, José RamónCase DPO-110-ELeadership and People ManagementIn October 2007 Rudolf Schwarz (53 years old) was appointed public sector director for Western Europe at GB Telecom. His appointment was part of a reorganization of the directors' committee at Ariadna AG, a German company bought by GB Telecom at the end of 2003. Rudolf continued to have a good relationship with Christoph Reifers, a consultant who had been his coach for over six months in 2006. They used to meet regularly. Not long after Rudolf's ...Starting at €5.74
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Triumph: Marketing British Steel (A)
Mitchell, Jordan; Villanueva, Julian; Iniesta, FranciscoCase M-1217-EMarketingIn early 2007, Tue Mantoni, commercial director for Triumph, opened up the Financial Times, and read: "Triumph, the manufacturer of iconic British motorcycles, has raised sales thanks partly to "Born-again bikers" - older customers trying to recapture the carefree spirit of their youth. Triumph's unit sales had increased by 18.3% growing from 31,600 units in 2005 to 37,400 units in 2006. Over the past five years, the company's sales had grown at...Starting at €8.20