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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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Workplace Safety Trainers: Staying Agile in the Midst of a Pandemic
Julie Gosse; Anthony MccreeryCase IVEY-9B21D004-EService and Operations Management, StrategyIn May 2020, a senior business analyst at Workplace Safety Trainers (WST), a small business based in London, Ontario, was developing an initiative to increase efficiency in WST's shipping and logistics warehouse. The coronavirus pandemic had just started to shift the landscape of business, and WST had decided to procure and sell personal protective equipment through its online safety supply shop. After one month of unprecedented demand and round-...Starting at €8.20
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Zarr Tech: Next Steps for a Growing Business
Julie Gosse; Martin EidenbergCase IVEY-9B19A046-EEntrepreneurship, MarketingIn 2018, founder and chief executive officer of Zarr Tech Canada Inc. (Zarr Tech), understood the need for his young business to continue along its impressive growth trajectory. However, he was unsure how this goal could best be achieved. Given the increaStarting at €8.20
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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
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Dunlop Livery Antiques: Modernizing the Vintage Industry
Julie Gosse; Robert ColquhounCase IVEY-9B20A015-EEntrepreneurship, MarketingThe owner of Dunlop Livery Antiques in Dunlop, Ontario was considering a comprehensive marketing strategy with a focus on digital marketing. The industry was changing, popularity was wavering, sales were falling, and distribution channels were shifting. A new strategy was needed to increase revenue, profit, and brand awareness in the shrinking industry. Several placement choices were available, including selling online or at trade shows. A promot...Starting at €8.20
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Siesta Splash: Ringing Up Marketing Success
Julie Gosse; Martin EidenbergCase IVEY-W27965-EEntrepreneurship, MarketingIn March 2021, Siesta Splash sold colourful rings exclusively through Instagram. By the beginning of July 2021, the entrepreneurial venture had managed to exceed CA$20,000 in sales and had accumulated almost 2,000 Instagram followers. However, this success merely created more questions for the owner about how to continue to grow and scale her business. She wondered if expanding Siesta Splash’s product line, for instance by selling earrings, was a...Starting at €8.20
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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
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Hunter Steel: Hunting for Labour
Julie Gosse; Emma GirouxCase IVEY-W36850-EStrategyOwner and general manager of Hunter Steel, is struggling to decide what to do about Ontario’s labour shortage as a result of COVID-19. The steel company is categorized as Tier 2, and requires general labourers and saw mechanics within each warehouse in order to efficiently run operations. Currently, each of his 5 warehouses are short 2 general labourers. This is unsustainable and poses a threat to meeting demand, Hunter must decide a course of ac...Starting at €8.20
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The Ford Fiesta
Deighton, John; Kornfeld, LeoraCase HBS-511117-EMarketingExecutives at Ford wondered if social media could be the marketing solution for the launch of the youth-oriented 2010 Fiesta. But with social media came a ceding of control. Some at the company believed that if Ford was going to move beyond its conservative brand image for the launch of the new subcompact chances had to be taken. Others erred on the side of caution. Chantel Lenard, Ford's Group Marketing Manager for Global Small Car and Midsize V...Starting at €8.20
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DataXu: Selling Ad Tech
Cespedes, Frank V.; Deighton, John; Cox, Lisa; Hull, OliviaCase HBS-817012-EDataXu served marketers by buying digital advertising for brands using its demand-side platform. It sought a way to build a more predictable revenue stream in the very transactional media marketplace, and hoped that two new marketing analytics products would give it a more predictable revenue stream. But sales were behind forecast. DataXu's large brand and advertising agency clients found the new products interesting, but evidence suggested that ...Starting at €8.20