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La conducta del consumidor, ejercicio (F)
Deighton, John; Fournier, SusanCase HBS-503S24MarketingLos estudiantes son instruidos para entrevistar a un comprador reciente de un / producto o un servicio de alta implicación del ego-expresiva en profundidad acerca de su / sus experiencias de propiedad y uso. El ejercicio proporciona a los estudiantes la comprensión de primera mano de conceptos importantes en el consumo de dominio (por ejemplo, la satisfacción del cliente, significado del producto, lealtad a la marca).Starting at €5.74
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La conducta del consumidor, ejercicio (E)
Deighton, John; Fournier, SusanCase HBS-503S23MarketingLos estudiantes son instruidos para entrevistar a un comprador reciente de un producto de alta implicación o servicio en profundidad acerca de su / sus experiencias de propiedad y uso. El ejercicio proporciona a los estudiantes la comprensión de primera mano de conceptos importantes en el consumo de dominio (por ejemplo, la satisfacción del cliente, significado del producto, lealtad a la marca).Starting at €5.74
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Relating to Peapod, Teaching Note
Avery, Jill; Fournier, SusanTeaching Note HBS-316175-EMarketingTeaching note for case 314142.Starting at €0.00
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Nombrando al Edsel (Condensado)
Fournier, Susan; Wojnicki, AndreaCase HBS-503S67MarketingRevela la interesante e inusual historia detrás de la selección de Ford de "Edsel" como el nuevo nombre de marca para su nefasto 1957 lanzamiento de nuevos productos. Cabe destacar que tal vez las más extensas, creativas y cargadas políticamente historias de nombres de la historia. Aunque ambos enfoques no tradicionales para la generación de nombres (es decir, la correspondencia con un poeta popular de la época) y las herramientas de investigació...Starting at €8.20
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Martha Stewart Living Omnimedia (A) (Spanish Version)
Fournier, Susan; Winig, Laura; Herman, Kerry; Wojnicki, AndreaCase HBS-504S35MarketingMartha Stewart Living Omnimedia (MSLO), una empresa de contenidos y los medios de comunicación de marca e integrado dedicado a "elevar el papel del ama de casa", se hizo pública el 19 de octubre de 1999, la creación de una empresa con un valor de mercado de $ 1,73 mil millones y una participación de Stewart vale $ 1,2 mil millones. Aretha Jackson, presidente de una firma de inversión privada, el mosto de aconsejar a un cliente sobre la convenienc...Starting at €8.20
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Loma Vista Medical
Gompers, Paul A.; Kovvali, SilpaCase HBS-819050-EEntrepreneurshipStarting at €8.20
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The Other Diversity Dividend
Gompers, Paul A.; Kovvali, SilpaArticle HBS-R1804D-ELeadership and People ManagementResearchers have struggled to establish a causal relationship between diversity and financial performance--especially at large companies, where decision rights and incentives can be murky, and the effects of any given choice can be tough to pin down. So the authors chose a "lab rat" with fewer barriers to understanding: the venture capital industry. VC firms are fairly flat: Every investor is a decision maker, and choices have clear business cons...Starting at €8.20
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The Entrepreneurial Manager: Course Overview, 2019 Spring Term
Gompers, Paul A.Case HBS-818080-EEntrepreneurshipThis note serves as an overview of the Entrepreneurial Management Unit's required curriculum course, "The Entrepreneurial Manager (TEM)." General management has been a core educational organizing framework at the Harvard Business School since its inception. Today TEM provides a powerful context in which to learn about general management. TEM seeks to build the knowledge, skills, tools, frameworks, and attitudes required to succeed as a manager. T...Starting at €8.20
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Getting Brand Communities Right
Fournier, Susan; Lee, LaraArticle HBS-R0904K-EMarketingThis 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. Marketers in a variety of industries are trying to increase customer loyalty, marketing efficiency, and brand authenticity by building communities around their brands. Few companies, however, understand what brand communities require and how they work. Drawing from...Starting at €8.20
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How Venture Capitalists Make Decisions
Gompers, Paul A.; Gornall, Will; Kaplan, Steven N; Strebulaev, IlyaArticle HBS-R2102D-EEntrepreneurshipFor decades now, venture capitalists have played a crucial role in the economy by financing high-growth start-ups. While the companies they've backed--Amazon, Apple, Facebook, Google, and more--are constantly in the headlines, very little is known about what VCs actually do and how they create value. To pull the curtain back, Paul Gompers of Harvard Business School, Will Gornall of the UBC Sauder School of Business, Steven N. Kaplan of the Univer...Starting at €8.20