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You're Spending Your Money in All the Wrong Places (Spanish version)
Edelman, David C.Article HBS-R1012CMarketingconsider a selection of brands; evaluate by seeking input from peers, reviewers, and others; buy; and enjoy, advocate bond. If the consumer's bond with the brand becomes strong enough, she'll enter a buy-enjoy-advocate-buy loop that skips the consider and evaluate stages entirely. Smart marketers will study the decision journey for their products and use the insights they gain to revise strategy, media spend, and organizational roles.Starting at €8.20
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Branding in the Digital Age: You're Spending Your Money in All the Wrong Places
Edelman, David C.Article HBS-R1012C-EMarketingConsumers today connect with brands in fundamentally new ways, often through media channels that are beyond manufacturers' and retailers' control. That means traditional marketing strategies must be redesigned to accord with how brand relationships have changed. In the famous funnel metaphor, a shopper would start with a number of brands in mind and then systematically narrow them down to a final choice. His relationship with both the manufacture...Starting at €8.20
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Quigley-Simpson & Heppelwhite: The Ad Agency Model in the Age of AI
Edelman, David C.; Barnett, JamesCase HBS-523054-EMarketingIn October 2022, Quigley-Simpson & Heppelwhite CEO Carl Fremont considers how the advertising agency will integrate artificial intelligence tools into the business.Starting at €8.20
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Competing on Customer Journeys (Spanish version)
Edelman, David C.; Singer, MarcArticle HBS-R1511EMarketing(1) Automation, to smoothly carry customers through each step of their online path; (2) Personalization, to create a customized experience for each individual; (3) Contextual interaction, to engage customers and appropriately sequence the steps they take; and (4) Journey innovation, to add improvements that enhance and extend the journey and foster customer loyalty. In addition, the most successful companies have a particular organizational stru...Starting at €8.20
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Competing on Customer Journeys
Edelman, David C.; Singer, MarcArticle HBS-R1511E-EMarketingAs digital technology has enabled shoppers to easily research and buy products online, sellers have been scrambling after them, trying to understand and satisfy their wants. Savvy companies, however, are using new tools, processes, and organizational structures to proactively lead digital customers from consideration to purchase and beyond. They are creating compelling customer journeys and managing them like any other product--and gaining a so...Starting at €8.20
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Agricultural Revolution without a Land Revolution: the Megafarms of CP Group
Kirby, William C.; Hua Dai, NancyCase HBS-316150-EThis case describes the megafarm model launched by the CP group as part of their efforts to ensure the safety and quality of their supply chain of agricultural products (particularly, eggs) in China while also promoting the welfare of Chinese farmers. This model was developed in close partnership with the local government, and received financing support from a local bank. The case asks students to discuss the potential for scaling this model acro...Starting at €8.20
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Yili Group: Building a Global Dairy Company
Kirby, William C.; Hua Dai, NancyCase HBS-317003-EStrategyFrom its humble beginnings as a local Chinese dairy company, the Inner Mongolia Yili Group has become one of the largest dairy companies in the world. To achieve this Yili has aggressively expanded its footprint overseas including building the world's largest integrated dairy production base in New Zealand and forming R&D partnerships in Europe and North America. As the company continues its growth in the context of a slowing Chinese economy, how...Starting at €8.20
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Whirlpool Corp.: Structuring the Deal to Acquire Hefei Rongshida Sanyo Electric Company
Esty, Benjamin C.; Hua Dai, NancyCase HBS-216019-EFinanceIan Lee, Whirlpool's VP for North Asia, had been negotiating a possible acquisition with Jackie Jin, the chairman of a leading Chinese appliance manufacturer named Hefei Rongshida Sanyo Electric Company (Hefei Sanyo), for almost six months when suddenly Hefei Sanyo's stock price jumped 25% in the first two weeks of May 2013. The sudden price increase not only increased the likely acquisition price for an ownership stake in Hefei Sanyo, but also m...Starting at €8.20
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Yunnan Baiyao: Transforming a Chinese State-Owned Enterprise
Chu, Michael; Kirby, William C.; Hua Dai, Nancy; Wang, YuanzhuoCase HBS-318078-EEconomicsThis case tells the story of how Wang Minghui, Chairman of Yunnan Baiyao Group since 1999, transformed a single-product traditional Chinese medicine (TCM) state-owned enterprise (SOE) into a major diversified consumer health player in China's highly competitive fast-moving consumer goods market. The case also traces the development of the company from a private business to an state-owned enterprise (SOE) and then to a SOE under mixed state-privat...Starting at €8.20