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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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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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Filene's Basement: Inside a Fired Customer's Relationship, Teaching Note
Avery, Jill; Fournier, SusanTeaching Note HBS-316184-EMarketingTeaching note for case 314076.Starting at €0.00
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Learning to Play in the New "Share Economy" (HBR Case Study)
Fournier, Susan; Eckhardt, Giana M.; Bardhi, FleuraArticle HBS-R1307X-EStrategyAn established rental car company acquires a car-sharing start-up and must decide whether to fully integrate it, to leave it as an independent unit, or to take a course somewhere in the middle. This fictional case study is written by Susan Fournier, Giana M. Eckhardt, and Fleura Bardhi, featuring expert commentary by Marc McCabe and Andre Haddad. For teaching purposes, this is the case-only version of the HBR case study. The commentary-only vers...Starting at €8.20
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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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Learning to Play in the New "Share Economy" (Commentary for HBR Case Study)
Fournier, Susan; Eckhardt, Giana M.; Bardhi, FleuraArticle HBS-R1307Z-EStrategyAn established rental car company acquires a car-sharing start-up and must decide whether to fully integrate it, to leave it as an independent unit, or to take a course somewhere in the middle. This fictional case study is written by Susan Fournier, Giana M. Eckhardt, and Fleura Bardhi, featuring expert commentary by Marc McCabe and Andre Haddad. For teaching purposes, this is the commentary-only version of the HBR case study. The case-only vers...Starting at €8.20
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Filene's Basement: Inside a Fired Customer's Relationship
Avery, Jill; Fournier, SusanCase HBS-314076-EMarketingHow, in a business climate in which building relationships with customers has dominated both managerial thought and marketing budgets, could Filene's Basement have fired a loyal customer, one who was formally and informally recognized as a best customer?Starting at €8.20