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Airbnb: Tough Choices Growing a Platform Business
Capizzani, MarioCase M-1370-EDecision Analysis, EconomicsThe general manager for Airbnb for the EMEA region, Jeroen Merchiers is pondering about several growth alternatives for technology based platform that had recently disrupted the accommodation industry. Airbnb, the peer-to-peer tourist accommodation market place that was one of the most successful representatives of the so called "shared economy" had experienced tremendous growth since its inception in 2008. The spectacular growth was based, besi...Starting at €6.75
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Dodot: The Introduction of a Basic Line in the Iberian Peninsula
Capizzani, Mario; Gorecka, JustinaCase M-1298-EMarketingThe Dodot brand of Arbora & Ausonia (A&A) is suffering significant market share decline in the diaper division in Spain and Portugal at the hands of lower priced private label products. The case presents an A&A dual proposal to launch a new economy (basic) line of diapers to combat these rivals and to reposition its top-of-the-line product.Starting at €6.75
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Dodot: la introducción de una línea de productos básicos en la península ibérica
Capizzani, Mario; Gorecka, JustinaCase M-1298MarketingLa marca Dodot de Arbora & Ausonia (A&A) está sufriendo un importante descenso de la cuota de mercado en el sector de los pañales en España y Portugal. Esto se debe a la oferta de productos de marcas propias a menor precio. El caso presenta una propuesta doble de A&A para lanzar una nueva línea económica (básica) de pañales, y competir así con sus rivales y recuperar la posición de su producto líder.Starting at €6.75
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Inbound Marketing Fundamentals
Capizzani, Mario; Valdés, PauTechnical Note MN-394-EMarketingThis technical note explains the main aspects of how the marketing process has been transformed as a result of the boom of Web 2.0 technologies, which has had profound implications for the way consumers search, compare and purchase products and services. The consequences of these changes include the rise of inbound marketing and content marketing, which not only implies a revamping of the way companies must refocus their marketing activities, but...Starting at €6.75
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Fundamentos del inbound marketing
Capizzani, Mario; Valdés, PauTechnical Note MN-394MarketingEsta nota técnica explican los principales aspectos sobre el modo en que se ha transformado el proceso de marketing como consecuencia del auge que han experimentado las tecnologías de la web 2.0, lo que ha tenido profundas implicaciones en la forma en que los consumidores buscan, comparan y adquieren productos y servicios. Las consecuencias de dichos cambios han sido la consolidación del inbound marketing y del marketing de contenidos, lo que no...Starting at €6.75
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Emotional Cues That Work Magic on Customers
Andrade, Eduardo B.; Capizzani, MarioArticle ART-1971-EMarketingMarketers have long understood that emotions play an important role in consumer decision making. But, as the latest scientific evidence suggests, their influence is much more nuanced and complex than many are aware: subtle, rather than intense, emotional reactions are often more persuasive; short-lived emotions can have lasting effects; the experience and expression of negative emotions can sometimes be beneficial; emotional experiences are often...Starting at €6.75
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Resortes emocionales que cautivarán a su cliente
Andrade, Eduardo B.; Capizzani, MarioArticle ART-1971MarketingLos especialistas en marketing saben desde hace tiempo que las emociones juegan un papel importante en las decisiones de los consumidores. Pero, como indican los últimos hallazgos científicos, su influencia admite muchos más matices y es más compleja de lo que parece. Las reacciones emocionales sutiles suelen dejar más poso que las intensas; los efectos de las emociones efímeras pueden ser duraderos; a veces, la experiencia y la manifestación de ...Starting at €6.75
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Airbnb: What´s Next?: Prioritizing Opportunities in Southern Europe
Capizzani, Mario; Kim, Tommy; Obersriebnig, StefanCase M-1339-EMarketing, StrategyThe general manager for Airbnb in Spain and Portugal, Jeroen Merchiers is pondering about several issue as he prepares to delegate responsibilities in Iberia and take on a larger European role. Airbnb, the peer-to-peer tourist accommodation market place that was one of the most successful representatives of the so called "share economy¿ had experienced tremendous growth since its inception in 2008. The spectacular growth was based, besides its ...Starting at €6.75
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Mr Boho: Gowing a Fashion Brand Online
Capizzani, Mario; Gonazález Adalid, Patricia; Munaf, MaysaaCase M-1372-EDecision Analysis, EconomicsDaniel Alberola, CEO of Mr. Boho, faces the difficult challenge of growing his business of selling fashionable sunglasses. His strategy of selling via multi-brand premium stores has served the business well so far. Now he is faced with finding new ways to accelerate the growth and how to boost his online presence in order to expand internationally. His online marketing strategy has been ad hoc so far. Furthermore, there are several possible onli...Starting at €6.75
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AéroTec Systèmes' Navigateur: A Travel Experience from Out of This World
Guitart, Iván; López-Urdiales, José Mariano; Rocha e Oliveira, Paulo; Capizzani, MarioCase M-1225-EMarketing, Service and Operations ManagementA group of engineers at AéroTec has finalized the design of a space vehicle called the Navigateur and they must now devise a marketing plan for this innovative new experience. The Navigateur differs from currently available offerings in commercial space travel in that it provides a highly superior visual experience, greater comfort, and lower training and physical fitness requirements. AéroTec, a business-to-business firm with no experience in co...Starting at €6.75