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Unlock the Mysteries of Your Customer Relationships
Avery, Jill; Fournier, Susan; Wittenbraker, JohnArticle HBS-R1407E-EMarketingDespite the $11 billion spent on CRM software annually, many consumer companies don't understand customer relationships at all. They aren't aware of the variety of relationship types and don't understand what kind their customers want. Through research in a wide variety of consumer industries, the authors have identified 29 types of relationships. For example, some customers want to be "best friends" with a brand; others are looking for a passion...Starting at €8.20
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The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture
Avery, Jill; Dev, Chekitan S.; Stroock, Laure MougeotCase HBS-518081-EMarketingIn September 2016, Marriott completed its $13.3 billion acquisition of Starwood Hotels & Resorts, which added 11 brands to its already robust 19 hotel brand portfolio. Tina Edmundson, Marriott's global brand officer, was charged with making sense of the brand portfolio and designing a strategy that would clearly differentiate each brand from the others and a brand architecture system to communicate to consumers how to navigate among them. She wou...Starting at €8.20
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Suntory Beverage & Food Spain: Sustainability as a competitive strategy
Garrido Martinez, E.; Rodríguez Bouzo, S.; Valderrama, B.Case IIST-DGI-336-E-EStrategyThe role of sustainability is none other than to connect business interests and social expectations. The impact of the pandemic calls for a new approach that includes new trends that will affect product demand and raw material supply and, most importantly, how to meet the expectations of customers, employees, suppliers, and investors in the future. All this, under the premise of balancing the equation of business profit, people, and planet, in th...Starting at €8.20
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Suntory Beverage & Food Spain: La sostenibilidad como estrategia competitiva
Garrido Martinez, E.; Rodríguez Bouzo, S.; Valderrama, B.Case IIST-DGI-336StrategyLa función de la sostenibilidad no es otra que conectar los intereses de la empresa con las expectativas de la sociedad. El impacto de la pandemia hace necesario un nuevo enfoque que contemple qué nuevas tendencias afectarán a la demanda de los productos y al suministro de las materias primas, y más importante aún si cabe, qué demandarán los clientes, empleados, proveedores e inversores del negocio en el futuro. Y todo ello, bajo la premisa de eq...Starting at €8.20