This website uses technical, customisation and analytical cookies, both first-party and third-party, to anonymously facilitate browsing and analyse statistics on use of the website. Learn more
Search results
-
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
-
How to Discuss a Case
Ellet, WilliamBook Chapter HBS-2450BC-EKnowledge and CommunicationCase discussions can be exciting and revelatory, or they can be aimless and seemingly pointless. This chapter provides some guidelines for students who are new to the case method for developing discussion skills.Starting at €8.20
-
Demand Media
Deighton, John; Kornfeld, LeoraCase HBS-511043-EMarketingGoogle search had helped Demand Media grow to be a $1.9 billion online publisher. Then, social media and smartphone apps began to change the way people navigated the Internet. How should Demand Media respond? The business ran on a radically new model in which a stable of 10,000 freelance contributors supplied content, the Internet's search engines brought it 75 million readers each month, and advertising generated revenue. It took the guesswork o...Starting at €8.20
-
Chapter 9: How to Write Decision Scenario Cases
Ellet, WilliamBook Chapter HBS-1029BC-EThis chapter describes the five elements necessary to organize a decision scenario essay, the most important of which is providing the decision criteria. Chapter 4 of this book, which introduces how to analyse a case decision scenario, is complementary and should be used along with this chapter.Starting at €8.20
-
Chapter 10: How to Write Evaluation Scenario Essays
Ellet, WilliamBook Chapter HBS-1030BC-EThis chapter describes the five elements necessary to organize an evaluation scenario essay, the most important of which is providing the evaluation criteria. Chapter 5 of this book, which introduces how to analyse a case evaluation scenario, is complementary and should be used along with this chapter.Starting at €8.20
-
Chapter 11: Writing about Problem-Diagnosis Scenarios
Ellet, WilliamBook Chapter HBS-1031BC-EThis chapter describes the four elements necessary to organize a problem-diagnosis scenario essay, the most important of which is providing a clear definition of the problem. Chapter 6 of this book, which introduces how to analyse a problem-diagnosis scenario, is complementary and should be used along with this chapter.Starting at €8.20
-
Peter Guber: The "Me" vs. "We" Brand
Greyser, Stephen A.; Ellet, William; Gayton, NelsonCase HBS-915401-EMarketingWell-known film producer Peter Guber must decide whether to commit to a time-consuming personal project. He is about to sign a contract for a business book in which he will share what he has learned in his long career. At the same time, he is keenly aware of problems and uncertainties affecting Mandalay Entertainment, a privately-owned company in which he is principal. Mandalay produces movies and television content, owns minor league baseball te...Starting at €8.20
-
Chapter 4: How to Analyze Decision Scenario Cases
Ellet, WilliamBook Chapter HBS-1024BC-EDecision scenario cases are the most commonly used in business classrooms. (An example of one such decision would be: should an entrepreneur sell his business or maintain control and grow it further?) This chapter begins with a definition of a decision analysis and then provides a six-part approach to conduct an analysis of a decision scenario.Starting at €8.20
-
Peter Guber: The ''Me'' vs. ''We'' Brand, Teaching Note
Greyser, Stephen A.; Ellet, William; Gayton, NelsonTeaching Note HBS-915402-EMarketingWell-known film producer Peter Guber must decide whether to commit to a time-consuming personal project. He is about to sign a contract for a business book in which he will share what he has learned in his long career. At the same time, he is keenly aware of problems and uncertainties affecting Mandalay Entertainment, a privately owned company in which he is principal. Mandalay produces movies and television content, owns minor league baseball te...Starting at €0.00
-
Porsche: The Cayenne Launch
Deighton, John; Avery, Jill; Fear, JeffreyCase HBS-511068-EMarketingCan an online discussion forum supply insight into the evolution of brand meaning? In 2003 Porsche launched a sport utility vehicle, dividing Porsche purists from newcomers to the brand. Vocal members of online and offline Porsche communities ridiculed the Cayenne SUV and disapproved of the new breed of driver. Some opposed offering Porsche Club membership to them, and some even refused to extend the fraternal Porsche "wave" or headlight flashing...Starting at €8.20