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Glovo 2.0: Pivoting to a new Business Model
Tapia Pagès, Albert; Carenzo, Mathieu; Ricart, Joan EnricCase SM-1684-ECorporate Governance, Decision Analysis, Entrepreneurship, Information Technologies, Innovation and Change, Leadership and People Management, Marketing, Service and Operations Management, StrategyThe last-mile food-delivery market is on the rise. The trend is clear: every day, more people are using apps to buy things and order food from their mobile phone. Local restaurants and other businesses have seen an opportunity to sell their products and services to a market that, until recently, was unattainable. More and more competitors have entered this sector but only a few survive for long. Relying on a competitive business model seems to be...Starting at €8.20
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Glovo 2.0: Pivotando Hacia Un Nuevo Modelo De Negocio
Tapia Pagès, Albert; Carenzo, Mathieu; Ricart, Joan EnricCase SM-1684Corporate Governance, Decision Analysis, Entrepreneurship, Information Technologies, Innovation and Change, Leadership and People Management, Marketing, Service and Operations Management, Strategyel último tramo de la distribución de alimentos es un mercado en auge. La tendencia es clara: cada día, más personas usan aplicaciones para comprar cosas y piden comida desde su teléfono móvil. Entre otras empresas, los restaurantes han visto la oportunidad de vender sus productos y servicios a un mercado que, hasta hace poco, era inalcanzable. Cada vez más competidores se van incorporando a este sector, pero solo unos pocos sobreviven. Disponer ...Starting at €8.20
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Semir's E-Commerce: Success and Exploration
Juan Shan; William Wei; Xiaojia Sunny WangCase IVEY-9B18A019-EMarketing, StrategyZhejiang Semir E-Commerce Co. Ltd., the online subsidiary of Chinese casual clothing company Zhejiang Semir Group Co. Ltd. (Semir), grew continuously from its launch in 2012 to become a main contributor to Semir’s success, contributing approximately 30 per cent of Semir’s annual revenue by 2016. Semir entered the online market relatively late after many competing Chinese clothing manufacturers had already established their presence online. Yet it...Starting at €8.20
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Hindustan Unilever Mulls Over E-grocery Market Option
Sandeep Puri; Manjusha Subramanian; Abhinav GrandhiCase IVEY-9B15A054-EMarketing, StrategyThe prospect of online grocery (e-grocery) shopping has generated a substantial amount of interest. Many fast-moving consumer goods companies have entered this potential market, and Hindustan Unilever Limited (HUL) is contemplating building its own e-grocery platform. However, e-grocery firms have yet to develop a business model that can consistently deliver profits while also creating value for customers. HUL needs to assess the potential barrie...Starting at €8.20
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Hindustan Unilever Mulls Over E-grocery Market Option (Spanish version)
Sandeep Puri; Manjusha Subramanian; Abhinav GrandhiCase IVEY-9B15AS054Marketing, StrategyThe prospect of online grocery (e-grocery) shopping has generated a substantial amount of interest. Many fast-moving consumer goods companies have entered this potential market, and Hindustan Unilever Limited (HUL) is contemplating building its own e-grocery platform. However, e-grocery firms have yet to develop a business model that can consistently deliver profits while also creating value for customers. HUL needs to assess the potential barrie...Starting at €8.20
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In E-Commerce, More Is More
Eisingerich, Andreas B.; Kretschmer, TobiasArticle HBS-F0803B-EMarketingMost managers believe that filling their websites with a broad array of information diverts attention from their company's core offerings. A new global study, however, has revealed just the opposite: that such information increases customer engagement. The research also shows that exploiting consumers' desire for engagement is the strongest predictor of superior shareholder value for e-commerce companies.Starting at €8.20
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E-Cigarettes: Marketing Versus Public Health
Quelch, John A.; Rodriguez, MargaretCase HBS-514059-EMarketingTo maximize their effectiveness, color cases should be printed in color. Electronic cigarettes (e-cigarettes) were heralded by some as a healthcare game changer, enabling smokers to switch to a new product which carried lower risk of cancer. However, there were concerns about the public health risk of e-cigarettes, particularly the chance that teens would easily develop nicotine addictions from smoking the fruit-flavored products. Manufacturers a...Starting at €8.20
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Are You Ready for E-tailing 2.0? (Spanish version)
Hemp, PaulArticle HBS-F0610FMarketingE-commerce is shifting--from making purchases online to going shopping online, a social experience in which people interact in a 3-D Web space.Starting at €8.20
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Building an e-Commerce Brand at Wayfair
Teixeira, Thales S.; Watkins, Elizabeth AnneCase HBS-516028-EMarketingWayfair, Inc. was made up of five home goods, furniture, and d cor e-commerce brands. Wayfair.com, the main brand, which was responsible for the majority of sales, targeted the mass middle home goods market. AllModern, DwellStudio, Joss & Main, and Birch Lane were niche sites focused on more specialized curated design esthetics. Determining the 2014 advertising budget for Wayfair.com is the big question in the case. Two ad budget decisions need ...Starting at €8.20
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E-Public Relations
Villanueva, Julian; Ferrándiz, Luis; Balmaseda, CarmenTechnical Note MN-402MarketingEl concepto de relaciones públicas digitales es relativamente reciente y se define como el uso estratégico y planeado de herramientas y tecnologías basadas en Internet y en los nuevos medios, para construir y mantener un diálogo (comunicación bidireccional) entre la organización y sus públicos. La función de las relaciones públicas (RR. PP.), tal y como la conocíamos, se enfrenta a un nuevo desafío: adaptarse adecuadamente a las nuevas exigencia...Starting at €8.20