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éco-Intégral: gestión integral de residuos
Gallo, Iñigo; Segarra, José AntonioCase M-1314Marketing, StrategyEco-Intégral es una empresa francesa que gestiona residuos industriales peligrosos. Algunos de ellos se tratan y se disponen; otros se pueden vender como producto revalorizado después de su tratamiento. En el segundo caso, su crecimiento en Francia está estancado, mientras que crece en otras regiones. El presidente se plantea cambios organizativos y de enfoque comercial.Starting at €8.20
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El Banco de Muntenia: La transformación del modelo de escucha del cliente
Valentí, Albert; Gallo, Iñigo; Mosquera, FelipeCase M-1404MarketingEn junio del 2023 Nadia Cuza, recién nombrada responsable de Experiencia del Cliente del Banco de Muntenia, reflexionaba sobre el camino recorrido para lanzar el nuevo modelo de escucha del cliente y los retos de cara al futuro. Hacía menos de un año que se había puesto en marcha un nuevo modelo para medir la satisfacción del cliente después de cualquier interacción con el banco en toda la red comercial: al visitar una oficina, al acceder a las f...Starting at €8.20
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INSITE: Simplified Big Data
Sendagorta, Paloma; Gallo, Iñigo; Jiang Wang, ÁngelaCase M-1384-EMarketingInsite is a customer business intelligence software developed by a European consulting company. The Iberia branch has had poor results during 2020. Of particular concern to the manager is the number of demos that are offered to potential clients: demos granted by the sales team have increased, while sales have decreased. Management has to review the process for granting demos. In particular, the case presents three such decisions: clients who are...Starting at €8.20
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DurvisTech and Carla Falcón: Fixing a Sales Team
Gallo, Iñigo; Ángela Jiang WangCase M-1385-ELeadership and People Management, MarketingDurvisTech is one of the leading door manufacturers in Spain. The national team of sales agents has been underperforming in the past years, and Carla Falcón, who has just been appointed as the new national sales manager, needs to quickly find a solution to this situation and get the national unit back on track. Specifically, she will need to make decisions regarding three specific problematic sales agents.Starting at €8.20
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Bank of Muntenia: Transforming the customer listening model
Valentí, Albert; Gallo, Iñigo; Mosquera, FelipeCase M-1404-EMarketingIn June 2023, Nadia Cuza, recently appointed Head of Customer Experience at Bank of Muntenia, was reflecting on the journey taken to launch the new customer listening model and the challenges ahead. Less than a year earlier, a new model for measuring satisfaction after every customer interaction with the bank had been rolled out across the entire retail network: when visiting an office, logging into online banking, using an ATM or any other inter...Starting at €8.20
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Firemadillo SCRPt: A Software to Revolutionize the Movie Industry
Planlilio, Lorenzo; Gallo, IñigoCase M-1389-EMarketingSCRPt is a software developed by the company Firemadillo, based in Los Angeles, that can predict the box office revenue of a movie by analyzing its script and comparing it to previous scripts. Firemadillo belives this is a game changer, with a huge potential. But it's not an easy sell. Who should they target? Writers? Producers? Studios? How should they position the software? At what price? The case provides all the necessary information to discu...Starting at €8.20
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Anytime Fitness: Getting Online Marketing in Shape
Ángela Jiang Wang; Gallo, IñigoCase M-1381-EMarketingAnytime Fitness is a health and fitness club. The Spain branch is looking to increase subscriptions to its 60 centers in the country. They are wondering whether they should increase their online budget or their offline budget. Within the online budget, they also want to know what should be the mix of search advertising versus display advertising.Starting at €8.20
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Genuinus: marketing digital para vender productos frescos online
Gallo, Iñigo; Liepmann, Erik; Segarra, JavierCase M-1338MarketingGenuinus vende productos frescos ecológicos online. Tras un año y medio de operaciones, las ventas crecen, pero están lejos del beneficio. El equipo de Genuinus se plantea cómo utilizar mejor el presupuesto que dedica a marketing (prácticamente todo online).Starting at €8.20
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Benati Solares
Gallo, Iñigo; Segarra, José AntonioCase M-1318MarketingEn 2013 el departamento de fotoprotección de Benati se plantea si debe responder a las promociones de la competencia. Pese a que estas promociones (ya en su tercer verano consecutivo) no hacen mucho daño en la cuota de mercado de Benati, la empresa identifica cierto descontento entre las farmacias, que son quienes venden el producto al cliente final.Starting at €8.20
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Visualfy: Mejorando la calidad de vida de un colectivo invisible
Gallo, Iñigo; Segarra, José AntonioCase M-1359Entrepreneurship, Marketing, StrategyVisualfy es una startup que introduce una tecnología (software y hardware) para ayudar a personas del colectivo sordo a solucionar algunos problemas básicos en su hogar: saber que han llamado al timbre, que está llorando el bebé o que suena la alarma de incendios, por ejemplo. El caso sitúa al lector a pocos meses de su lanzamiento. Los dos socios fundadores han de tomar decisiones claves para asegurar que el arranque sea un éxito: qué precio pon...Starting at €8.20