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AéroTec Systèmes y la carrera del turismo espacial
Rocha e Oliveira, Paulo; Capizzani, Mario; Valentí Vidal, Albert; Reutskaja Pastushkova, ElenaCase M-1395Marketing, Service and Operations ManagementUn grupo de ingenieros de AéroTec ha terminado de diseñar un vehículo espacial llamado Navigateur y ahora tienen que elaborar un plan de marketing para esta nueva experiencia innovadora. El Navigateur se diferencia de las ofertas que existen en la actualidad para realizar viajes espaciales comerciales en que ofrece una experiencia visual muy superior, mayor comodidad y menos necesidad de entrenamiento y de aptitudes físicas. AéroTec, una empresa ...Starting at €8.20
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AéroTec Systèmes and the Space Tourism Race
Rocha e Oliveira, Paulo; Capizzani, Mario; Valentí Vidal, Albert; Reutskaja Pastushkova, ElenaCase M-1395-EMarketing, Service and Operations ManagementA group of engineers at AéroTec has finalized the design of a space vehicle called the Navigateur and they must now devise a marketing plan for this innovative new experience. The Navigateur differs from currently available offerings in commercial space travel in that it provides a highly superior visual experience, greater comfort, and lower training and physical fitness requirements. AéroTec, a business-to-business firm with no experience in co...Starting at €8.20
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The Captor Opportunity (B)
Valentí Vidal, Albert; González Rodríguez, Jorge; Reutskaja Pastushkova, Elena; Mendoza, ErnestCase M-1398-EMarketingCarbon Purity (CP) acquired Captor Materials S.L. (CM). The main asset of Captor Materials was a patented technology for the removal of nitrogen oxides (NOx). Accumulated exposure to NOx causes gradual health deterioration in employees exposed to these gases. The new Captor technology, which helps remove these NOx, is extremely valuable and can be implemented in a number of sectors where NOx are to be removed from gases. CP identified several mar...Starting at €5.74
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The Captor Opportunity (A)
Valentí Vidal, Albert; González Rodríguez, Jorge; Reutskaja Pastushkova, Elena; Mendoza, ErnestCase M-1397-EMarketingCarbon Purity (CP) acquired Captor Materials S.L. (CM). The main asset of Captor Materials was a patented technology for the removal of nitrogen oxides (NOx). Accumulated exposure to NOx causes gradual health deterioration in employees exposed to these gases. The new Captor technology, which helps remove these NOx, is extremely valuable and can be implemented in a number of sectors where NOx are to be removed from gases. CP identified several mar...Starting at €8.20
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The Captor Opportunity (C)
Valentí Vidal, Albert; González Rodríguez, Jorge; Reutskaja Pastushkova, Elena; Mendoza, ErnestCase M-1399-EMarketingCarbon Purity (CP) acquired Captor Materials S.L. (CM). The main asset of Captor Materials was a patented technology for the removal of nitrogen oxides (NOx). Accumulated exposure to NOx causes gradual health deterioration in employees exposed to these gases. The new Captor technology, which helps remove these NOx, is extremely valuable and can be implemented in a number of sectors where NOx are to be removed from gases. CP identified several mar...Starting at €5.74
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Laboratorio Benati: revitalizando la línea de medicamentos
Segarra, José Antonio; Valentí Vidal, AlbertCase M-1308Innovation and Change, Marketing, StrategyEn abril del 2013, Marco di Lucca, director general del Laboratorio Benati Italia estaba reunido con sus directores analizando el impacto de los últimos cambios legislativos en los resultados de la empresa. Benati era el laboratorio líder en Italia en el mercado dermatológico desde hacía más de una década y había alcanzado una gran reputación entre los consumidores, médicos y farmacéuticos. No obstante, en los últimos dos años los resultados de s...Starting at €8.20
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The Cause and the Cure (Spanish version)
Christensen, Clayton M.; Cook, Scott; Hall, TaddyArticle HBS-R0512DMarketingThis article includes a one-page preview that quickly summarizes the key ideas and provides an overview of how the concepts work in practice along with suggestions for further reading. Ted Levitt used to tell his Harvard Business School students, "People don't want a quarter-inch drill--they want a quarter-inch hole." But 35 years later, marketers are still thinking in terms of products and ever-finer demographic segments. The structure of a mar...Starting at €8.20
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Know Your Customers' "Jobs to Be Done"
Christensen, Clayton M.; Hall, Taddy; Dillon, Karen; Duncan, DavidArticle HBS-R1609D-EMarketingFirms have never known more about their customers, but their innovation processes remain hit-or-miss. Why? According to Christensen and his coauthors, product developers focus too much on building customer profiles and looking for correlations in data. To create offerings that people truly want to buy, firms instead need to home in on the job the customer is trying to get done. Some jobs are little (pass the time); some are big (find a more fulfi...Starting at €8.20
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Know Your Customers' "Jobs to Be Done" (Spanish version)
Christensen, Clayton M.; Hall, Taddy; Dillon, Karen; Duncan, DavidArticle HBS-R1609DMarketingFirms have never known more about their customers, but their innovation processes remain hit-or-miss. Why? According to Christensen and his coauthors, product developers focus too much on building customer profiles and looking for correlations in data. To create offerings that people truly want to buy, firms instead need to home in on the job the customer is trying to get done. Some jobs are little (pass the time); some are big (find a more fulfi...Starting at €8.20