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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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Consumer Electronics in Catalonia (A)
Blázquez, María Luisa; Ballarín Fredes, EduardoCase DG-1427-EStrategyThe case describes the consumer electronics cluster in Catalonia in 1995. At that time, it accounted for 80% of Spanish consumer electronics production and included some of the largest Asian multinationals. Certain circumstances, however, raised doubts as to the the cluster's viability in the medium term: among other things, the production of the firms in the cluster was concentrated in low value added activities; there was no coordination betwee...Starting at €8.20
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Volvo-Renault: The Integration
Blázquez, María Luisa; Ballarín Fredes, EduardoCase DG-1416-EStrategyThe case deals with the industrial vehicles sector, concentrating on heavy truck production. This business was in a difficult situation in 2000, due to a low demand cycle, tough competition and poor margins, worsened by a strict regulation of emissions, that was increasing production costs. Volvo and Renault were two of the main players in the industry, and in July 2000 Renault transferred its Industrial Vehicles branch to Volvo in exchange for 2...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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Unions and the Automotive Cluster in Catalonia
Blázquez, María Luisa; Ballarín Fredes, Eduardo; Subirà, AntoniCase DG-1465-EStrategyThis case presents the situation of the automotive cluster in Catalonia in 2003, and analyzes the role played by each of the cluster's agents, paying special attention to the unions. It describes how the unions evolved from a historical position of confrontation to much higher levels of cooperation. The case also analyzes the functioning of the automotive industry, the evolution of its competitive bases and the challenges posed for the Catalonia...Starting at €8.20
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Consumer Electronics in Catalonia (B): The Industry in the 21st Century
Blázquez, María Luisa; Ballarín Fredes, EduardoCase DG-1428-EStrategyThe case describes the changes that took place in the consumer electronics industry between 1995 and 2000 at world level and analyses how the Barcelona cluster evolved during this period. It then describes the development of one of the firms in the cluster, Hewlett-Packard, which stopped being a manufacturing centre and instead became a product development centre. Manufacturing was transferred to other countries, while higher value added activiti...Starting at €5.74