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Interflora Spain. Growing the Online Channel
Ferrándiz, Luis; Iniesta, FranciscoCaso M-1387-EMarketingInterflora, a company that provided remote purchasing and delivery services to nearly 50,000 florists in more than 150 countries, had pioneered the concept of selling fresh flowers at home. That concept was simple: a buyer would choose a bouquet, either at an associated florist, either through the digital channel or the Interflora call center. Once the bouquet was chosen, your order was transmitted to the closest florist of the place of delivery,...Desde 6,75 €
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Interflora España: crecimiento del canal online
Ferrándiz, Luis; Iniesta, FranciscoCaso M-1387MarketingInterflora, una compañía que facilitaba servicios de compra y entrega a distancia a cerca de 50.000 floristerías en más de 150 países, había sido pionera en el concepto de la venta de flores frescas a domicilio. Ese concepto era sencillo: un comprador elegía un ramo, bien en una floristería asociada, bien a través del canal digital o el call center de Interflora. Una vez elegido el ramo, su pedido se transmitía al florista más cercano del lugar d...Desde 6,75 €
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CJ E&M: KCON Goes Global
Ofek, Elie; Norris, MichaelCaso HBS-517083-EMarketingIn January of 2017, CJ Entertainment & Media (E&M) proudly announced that it will be holding its first ever KCON in Mexico City just two months later. CJ Group Chairman Jay Lee and Vice Chairwoman Miky Lee are pleased at the progress that KCON, a Korean-oriented music and cultural convention, has made since its debut in LA in 2012. In the years since 2012, the event has been held every year in LA, and has recently also taken place in New York, To...Desde 6,75 €
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Collaborative E-Commerce: Shaping the Future of Partnerships in the Healthcare Industry
Spekman, Robert E.; Harahsheh, AnwarCaso DARDEN-M-0661-EMarketingThe purpose of this case is to provide insight into the dynamics of the pharmaceutical industry and to offer one view of the changing business model in the industry. What was once a vertically integrated business model for the large drug manufacturers has now been supplanted by contract manufacturers and other intermediaries that have changed the nature of competition. Cardinal has become far more than a drug wholesaler and this case attempts to ...Desde 6,75 €
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e-Clio
Pérez Castro, Carlos; de Toro, Juan ManuelCaso M-1119MarketingEl product manager de Clio debe presentar un plan de relanzamiento del modelo para el año 2001 con el fin de recuperar la cuota de mercado alcanzada el año anterior y, a la vez, rejuvenecer la marca Clio en su target.Desde 6,75 €
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Costarsa (E)
Chiesa, Cosimo; Ruggeri F.Caso M-988MarketingLa creciente complejidad del mercado obliga a reorganizar la labor comercial especializando a los vendedores por canales y según el tamaño de los clientes. Una idea concreta es crear los "key-account" aunque se dude acerca de si deben depender directamente de la cabecera de la división o seguir despachando al Jefe de Zona.Desde 6,75 €
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e-Clio
Pérez Castro, Carlos; de Toro, Juan ManuelCaso M-1119-EMarketingThe Clio product manager must submit a plan for the 2001 relaunch of the model, aimed at recovering the market share achieved the previous year while, at the same time, giving the Clio brand a younger image with its target audience.Desde 6,75 €
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E-Cigarettes: The Wild, Wild West - Teaching Note
Farris, Paul W.; Wicks, Andrew C.; Mead, JennyNota del Instructor DARDEN-M-0876TN-EMarketingTeaching note for product M-0876Desde 0,00 €
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M e Terra and Unilever (A)
Paine, Lynn Sharp; Costas, Ruth; Zogbi, PriscillaCaso HBS-320075-EThe case concerns the sale of Mae Terra, one of Brazil's leading brands for packaged organic foods, to the consumer goods giant Unilever in 2017. Working with Unilever management, Mae Terra's CEO Alexandre Borges must determine whether and how to keep Mae Terra's B Certification, which attests to its commitment to having a positive social and environmental impact, and what internal governance mechanisms will enable MaeTerra to maintain its missio...Desde 6,75 €
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Ohio Art and the Internet
Parry, Mark E.; Martin, M. L.Caso DARDEN-M-0621-EMarketingIn August 1999, Larry Killgallon, president of Ohio Art, sat in his Bryan, Ohio, office and reviewed his marketing plan for the coming Christmas season. For years, Ohio Art had sold its line of educational and activity toys through brick-and-mortar retailers such as Toys 'R' Us and Wal-Mart. The Internet presented new opportunities for Ohio Art: 11 on-line retailers planned to carry the company's products in 1999. Killgallon wondered what kind of...Desde 6,75 €