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Quigley-Simpson & Heppelwhite: The Ad Agency Model in the Age of AI
Edelman, David C.; Barnett, JamesCase HBS-523054-EMarketingIn October 2022, Quigley-Simpson & Heppelwhite CEO Carl Fremont considers how the advertising agency will integrate artificial intelligence tools into the business.Starting at €8.20
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HÄAGEN- DAZS. Teaching Note
García del Pueyo, J. L.Technical Note IIST-MITN-224-E-EMarketingHäagen-Dazs is an international ice cream brand that competes in the premium segment boasting a perceived image renowned for its quality and sophistication. In 2019, the company embarked on a journey to reposition the brand in an effort to broaden its consumer base. Häagen-Dazs held a strong position in the senior segment, offering a value proposition centered on Luxury & pleasure and began to evolve towards the concept of Everyday made extraordi...Starting at €8.20
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HÄAGEN- DAZS. Nota del Instructor
García del Pueyo, J. L.Teaching Note IIST-MITN-224MarketingHäagen-Dazs es una marca internacional de helado que compite en el segmento premium y con una imagen percibida que destaca por su calidad y sofisticación. La empresa decidió en 2019 realizar un cambio de posicionamiento para incorporar a nuevos consumidores. Estaba bien posicionada en el segmento senior con su propuesta de valor de “lujo&placer” y comenzó a evolucionarla hacia el concepto “Everyday made extraordinary”,enfocado a los millennials y...Starting at €0.00
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Understanding TV and Video Streaming Industries: Measuring the Viewing Zeitgeist
Palomba, Anthony; Adkins, ThomasCase DARDEN-M-1042-EMarketingThis partially fictionalized case centers around the evolution of audience measurement analytics as the streaming era disrupts the media industry. The case places students in the shoes of a Netflix executive as they develop a slate of original series. Students are given a chance to explore the types of key performance indicators that might forecast a hit show while also learning about the media industry and the creative process.Starting at €8.20
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The Sure Thing That Flopped (HBR Case Study and Commentary)
Zaltman, Gerald; Zaltman, LindsayArticle HBS-R0807A-EMarketingTibal Fisher made a fortune selling trendy, inexpensive home furnishings to baby boomers. With that generation beginning to enter its sixties, he sees a huge opportunity in products for aging consumers. Focus groups and surveys confirm strong market demand for such items, and the media love the idea. So why is TF's NextStage, his new line of stores for older consumers, a disaster? Four experts comment on this fictional case study in R0807A and R0...Starting at €8.20
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Payal Novelty Bindi: Cultural Product or Fashion Accessory?
Ramesh Avadhanam, Vinit Dani, Vani HarpanahalliCase IVEY-W34574-EEntrepreneurship, MarketingThe bindi brand Pearl Eyeflax was marketed by micro organization Payal Novelty Private Limited (PNPL), based in Bhubaneshwar, India. A bindi had rich traditional importance and was historically a critical part of the attire worn by women in India. However, over time the bindi had evolved to become more of a fashion accessory. With the rise of fusion fashion and growing international popularity of the bindi as a fashion accessory, the director of ...Starting at €8.20
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Case of the Profitless PC (HBR Case Study and Commentary)
Blackburn, Andy; Halprin, Matt; Veloria, Ruth; Dubinsky, Donna; Keeley, Larry; Quesnelle, George; Ward, Scott; Pifer, Philip; Moore, GeoffArticle HBS-98603-EMarketingThis fictitious case written by Andy Blackburn, a Boston Consulting Group vice president based in San Francisco, explores the question of how PC companies can make money in the increasingly price-competitive consumer market. The senior staff of Praxim, a multibillion-dollar maker of desktop computers, face some tough questions: Is it possible to make money selling personal computers to consumers? And if so, how? What resources need to be mustered...Starting at €8.20
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29Blinco: Scaling Challenges for a Marketing Consultancy - Teaching Note
Richard Gruner, Roberto Minunno, Joanne SneddonTeaching Note IVEY-W34728-EMarketing, StrategyTeaching note for product W34727.Starting at €0.00
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Jijihong Catering Management Co., Ltd.: Brand Repositioning for Growth - Teaching Note
Kefa Yu, Xixia Zhang, Tingyi Zhan, Yingkang ChenTeaching Note IVEY-W34708-EMarketingTeaching note for product W34707.Starting at €0.00
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Kyrö Distillery Company: Brutally Finnish in Japan
Miikka J. Lehtonen, Arto Lindblom, Gene ThompsonCase IVEY-W34817-EMarketing, StrategyKyrö Distillery Company (Kyrö), founded in 2012 in Isokyrö, Finland, focused on producing rye whisky from Finnish rye. However, it took an average of three years for one batch of whisky to be produced and ready for sale, so, to cover their costs and stay afloat, the founders decided to start producing gin, which could be produced faster. As luck had it, in 2014, Kyrö’s rye-based Napue Gin was named the best gin in the gin-and-tonic category in th...Starting at €8.20