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E+Co: The Path to Scale (B)
Oana Branzei; Kevin McKagueCase IVEY-9B07M055-EEntrepreneurship, StrategyThis B case presents a conversation between E+Co's co-founders and an employee in Latin America who had raised the tough question of scale at E+Co's 2006 annual retreat. One of the co-founders' response for getting E+Co 10 times more impactful in emerging economies was to adopt what he called a "strategy of wedges." Also presented is a set of complementary strategies that together could help achieve steady local impact and rapid growth. The conve...Starting at €5.74
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E+Co: A Tipping Point for Clean Energy Entrepreneurship (A)
Oana Branzei; Kevin McKagueCase IVEY-9B07M054-EEntrepreneurship, StrategyThis case describes E+Co's approach to promoting clean energy entrepreneurship in developing countries and its current strategic challenge; how to scale up its business model to reach 100 million unserved or underserved people in the developing world by 2020. In the last 12 years E+Co was successful at demonstrating and validating an "enterprise centered model" which offered reliable access and improved energy efficiency to the poor in emerging e...Starting at €8.20
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A Model of Clean Energy Entrepreneurship in Africa: E+Co's Path to Scale
Oana Branzei; Kevin McKagueCase IVEY-9B07M059-EEntrepreneurship, StrategyThe founder and executive director of E+Co faces the challenge of ten-fold growth and reviews the core parts of the company's innovative business model, the changes in the energy markets around the world, and the rationale for local solutions to energy scarcity and inefficiency. Also presented is a set of entrepreneurial growth strategies that preserve the core of the model - i.e., simultaneously tackling energy poverty and energy waste, and brin...Starting at €8.20
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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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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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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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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
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Bluefin Labs: The Acquisition by Twitter
Deighton, John; Kornfeld, LeoraCase HBS-513091-EMarketingWhat is the value of Bluefin Labs's social listening data to Twitter? Acquired by Twitter in 2013, Bluefin had built a system that gathered millions of online comments in an effort to develop new metrics for TV programs and brand advertising. With data from Twitter and other social sites, expressions, not just impressions, could now be aggregated, measured, and used to calibrate brand performance and to sell media time. A second objective of the ...Starting at €8.20
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Bluefin Labs: The Acquisition by Twitter, Teaching Note
Deighton, John; Kornfeld, LeoraTeaching Note HBS-513094-EMarketingTeaching Note for 513091. What is the value of Bluefin Labs's social listening data to Twitter? Acquired by Twitter in 2013, Bluefin had built a system that gathered millions of online comments in an effort to develop new metrics for TV programs and brand advertising. With data from Twitter and other social sites, expressions, not just impressions, could now be aggregated, measured, and used to calibrate brand performance and to sell media time. ...Starting at €0.00