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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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Commonwealth Bank of Australia: Unbanklike Experimentation
Buell, Ryan W.; John, Leslie K.Case HBS-619018-EService and Operations ManagementIn August 2017, Commonwealth Bank of Australia was looking for ways to differentiate itself from competing banks, and was also trying to improve the financial wellbeing of its customers. One domain where this was particularly relevant was in its bank-issued credit card business, where customers routinely selected cards that although profitable for the bank could be a poor fit for customers' needs - leading to low satisfaction scores, cancellation...Starting at €8.20
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Instacart and the New Wave of Grocery Startups
Deighton, John; Kornfeld, LeoraCase HBS-515089-EMarketingInstacart is testing an Uber-style solution to the challenge of building a home-delivered grocery business. It is backed by $220 million of venture funding. Will this model succeed where businesses like Webvan failed? What are the questions that this exploratory venture needs to answer?Starting at €8.20
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Alloy.com: Marketing to Generation Y (Spanish Version)
Deighton, John; McWilliams, GilCase HBS-518S13MarketingUna empresa punto com rentable? Alloy.com ventas al por menor de ropa para adolescentes por catálogo. Aleación consta de un sitio web para convertir y perspectivas de la comunidad de construcción. El resultado es un negocio con la economía de un vendedor directo y la capitalización de mercado de una Internet puesta en marcha. El caso presenta la decisión de asociarse con AOL o perseverar con la mezcla actual de los métodos de adquisición de clien...Starting at €8.20
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Acxiom
Deighton, JohnCase HBS-516037-EMarketingAcxiom built the market for personal data, yet sales have been flat for a decade during which marketing's appetite for data has exploded. Will the acquisition of a digital data onboarder, LiveRamp, give marketers what they want from a data broker?Starting at €8.20
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Babcom: Opening Doors
Buell, Ryan W.; Margolis, Joshua D.; Eiran, MargotCase HBS-418026-ELeadership and People ManagementStarting at €8.20
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Wattpad, Teaching Plan
Deighton, John; Kornfeld, LeoraTeaching Note HBS-920301-EMarketingTeaching plan for case 919413.Starting at €0.00
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Herborist
Deighton, John; Kornfeld, Leora; He, Yanqun; Jiang, QingyunCase HBS-511051-EMarketingGlobal brands such as L'Oreal and Oil of Olay dominate China's skin care market. A Chinese domestic brand, after some success in partnership with Sephora in Europe, aspires to challenge the French and U.S. brands' hold on the China market. It must decide how to segment the market, how to position against global assurances of quality and purity, and how to balance its Chinese heritage claims with claims of modernity. The China skin care market is ...Starting at €8.20
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Demand Media, Teaching Note
Deighton, John; Kornfeld, LeoraTeaching Note HBS-512021-EMarketingTeaching Note for 512021.Starting at €0.00
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Operational Transparency
Buell, Ryan W.Article HBS-R1902H-EService and Operations ManagementConventional wisdom holds that the more contact an operation has with its customers, the less efficiently it will run. But when customers are partitioned away from the operation, they are less likely to fully understand and appreciate the work going on behind the scenes, causing them to place a lower value on the product or service being offered. To address this problem, managers should experiment with operational transparency--the deliberate des...Starting at €8.20