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The Sales Trend at Guarini
Osuna, Ignacio; Alegre, Inés; Canela, Miguel ÁngelCase AD-370-EDecision AnalysisGuarini, a European supermarket brand, has about 150 stores in Spain. Being able to track about a 70% of the purchases through customer debit cards, Julia García, Guarini's marketing director for Spain, feels herself compelled to exploit Guarini's database, which still remains largely underused. She plans a pilot study using data from one of the stores located in Barcelona. She collects weekly sales data covering two years and tries to estimate f...Starting at €8.20
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Argentina: The convertibility programme
Fracchia L. E.; Gual, JordiCase ASE-370-EEconomicsStarting at €8.20
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The Off-Line Impact of Online Ads
Abraham, Magid M.Article HBS-F0804H-EMarketingAdvertising on the internet increases sales in brick-and-mortar stores even more than it does online. Individually, search ads and display ads have the power to drive purchases, but they get the best results when used together in a single campaign.Starting at €8.20
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TTK Prestige: Economic Value Added Analysis
Varun Dawar; Rakesh Arrawatia; Arit ChaudhuryCase IVEY-9B16N062-EFinance, StrategyIn 2014, an analyst with a leading investment company wanted to evaluate the financial performance of a kitchen appliances company, TTK Prestige Ltd., headquartered in Bangalore, India. To accomplish this task, the analyst decided to use the economic value added (EVA)-based performance measure, which accorded importance to value creation by management for its shareholders. Recently, there had been a shift away from traditional approaches of measu...Starting at €8.20
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Making Mobile Ads That Work
Stephen, Andrew; Bart, Yakov; Sarvary, MiklosArticle HBS-F1312C-EMarketingResearch shows that mobile banner ads can be effective for some products--those that are both utilitarian and "high involvement" (bought only after much deliberation on the consumer's part). Marketers who understand this can spend their mobile dollars more wisely and tailor and time their ads for maximum impact.Starting at €8.20
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Ads That Don't Overstep
John, Leslie K.; Kim, Tami; Barasz, KateArticle HBS-R1801C-EMarketingData gathered on the web has vastly enhanced the capabilities of marketers. With people regularly sharing personal details online and internet cookies tracking every click, companies can now gain unprecedented insight into individual consumers and target them with tailored ads. But when this practice feels invasive to people, it can prompt a strong backlash. Marketers today need to understand where to the draw the line. The good news is that psyc...Starting at €8.20
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The Off-Line Impact of Online Ads (Spanish version)
Abraham, Magid M.Article HBS-F0804HMarketingAdvertising on the internet increases sales in brick-and-mortar stores even more than it does online. Individually, search ads and display ads have the power to drive purchases, but they get the best results when used together in a single campaign.Starting at €8.20
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Marketing en Internet
Puig, Albert; Rocha e Oliveira, Paulo; García Pont, CarlosTechnical Note MN-370Information Technologies, MarketingEsta nota técnica explica qué es, para qué sirve y cómo hacer marketing en Internet. El número de temas que abarca es amplio, pero se podría dividir en dos partes principales. La primera, más teórica, explicaría que Internet es un medio apropiado para hacer marketing. La segunda se centraría en aspectos más prácticos. Si se quiere hacer marketing en Internet, qué hay que saber. A la hora de mostrar que Internet es un medio adecuado para hacer mar...Starting at €8.20
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Do Search Ads Really Work
Harvard Business ReviewArticle HBS-F1702A-EMarketingNew research conducted with restaurant listings on Yelp found that establishments given prime position atop search results did get better results. Still, there's an important caveat. "The value Yelp ads seem to provide is in surfacing brands to customers," the researchers point out. That isn't to say that well-known companies should never use search ads; however, they should bear in mind that the ads work best when alerting customers to aspects o...Starting at €8.20
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Adding Value Through Offshoring
Ricart Costa, Joan Enric; Agnese, PabloArticle ART-2013-EStrategyFor decades, offshoring involved little more than moving call centers to countries with lower labor costs. But things have changed. Today's new generation of offshoring increasingly features value-added services, such as highly complex software projects or specific R&D functions. These changes are forcing companies to rethink their internationalization strategies in order to incorporate more of these kinds of value-added offshoring processes. In ...Starting at €8.20