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Kalahut: Where is Art and Culture Needed Most
Alexandre Salmon; Nikhil Sant; Talissa Watson; Natalie Shields; Deeksha Neekhra; Aderimike Lala; Matthew ThomsonCase IVEY-9B21A013-EMarketingKalahut: The House of Arts (Kalahut) was an Indian e-commerce site that connected instructors specialized in traditional Indian arts and cultural forms with customers interested in these services. Since its launch in July 2020, it had mainly served customers in India; however, it had also seen modest engagement on social media platforms and its website from individuals outside of the current customer pool. As the COVID-19 pandemic had resulted in...Starting at €8.20
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El marketing puede cambiar el mundo
Quelch, John A.; Jocz, Katherine E.Article ART-1540MarketingLa erosión de la confianza en la política responde en parte a algunas prácticas perniciosas de las que se suele culpar al marketing. Los autores explican los principios que sustentan el buen marketing e invitan a los directivos a hacerlos suyos para beneficiar a consumidores e instituciones sociales. Aplicándolos, pueden contribuir enormemente a restaurar el significado original del concepto de ciudadanía e impulsar, de paso, la democracia.Starting at €8.20
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E-Cigarettes: Marketing Versus Public Health
Quelch, John A.; Rodriguez, MargaretCase HBS-514059-EMarketingTo maximize their effectiveness, color cases should be printed in color. Electronic cigarettes (e-cigarettes) were heralded by some as a healthcare game changer, enabling smokers to switch to a new product which carried lower risk of cancer. However, there were concerns about the public health risk of e-cigarettes, particularly the chance that teens would easily develop nicotine addictions from smoking the fruit-flavored products. Manufacturers a...Starting at €8.20
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Kalahut: Where is Art and Culture Needed Most - Teaching Note
Matthew ThomsonTeaching Note IVEY-8B21A013-EMarketingTeaching note for product 9B21A013.Starting at €0.00
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Six Ways Marketing Can Change the World
Jocz, Katherine E.; Quelch, John A.Article ART-1540-EMarketingThe erosion of public trust in politics is partly due to some bad practices for which marketing is frequently blamed. By exposing the principles underlying good marketing, the authors show how managers can practice marketing that benefits consumers and social institutions. Doing so could go a long way toward restoring a sense of citizenship and also help democracy flourish in the process.Starting at €8.20
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E-cigarettes: Marketing Versus Public Health, Teaching Note
Quelch, John A.Teaching Note HBS-514108-EMarketingTeaching Note for 514059.Starting at €0.00
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The Ultimate Fighting Championships (UFC): The Evolution of a Sport
Matthew Thomson; Jesse BakerCase IVEY-9B10A012-EMarketing, StrategyThis case looks at the Ultimate Fighting Championships (UFC) and its parent company, Zuffa LLC (Zuffa), through the role of the recently hired chief marketing officer (CMO). As the CMO of the largest organization in the world's fastest growing sport, mixed martial arts, he faces many decisions about the future of the organization. The CMO must determine the best way to both manage the organization's ambitious international expansion initiatives a...Starting at €8.20
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How to Market in a Downturn
Quelch, John A.; Jocz, Katherine E.Article HBS-R0904D-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. Because no two recessions are exactly alike, marketers find themselves in poorly charted waters every time one occurs. But guidance is available, say Quelch and Jocz, who have studied marketing successes (by Smucker, Procter & Gamble, Anheuser-Busch, and others) as...Starting at €8.20
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Google in China (A)
Quelch, John A.; Jocz, Katherine E.Case HBS-510071-EStrategyIn January 2010, Google threatened in a public statement to stop censoring its search results on its google.cn website, as required by Chinese authorities. Should Google exit China? Or attempt a compromise with the Chinese government?Starting at €8.20
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Google in China (A) (Spanish version)
Quelch, John A.; Jocz, Katherine E.Case HBS-510S21StrategyIn January 2010, Google threatened in a public statement to stop censoring its search results on its google.cn website, as required by Chinese authorities. Should Google exit China? Or attempt a compromise with the Chinese government?Starting at €8.20