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E-Public Relations
Villanueva, Julian; Ferrándiz, Luis; Balmaseda, CarmenTechnical Note MN-402MarketingEl concepto de relaciones públicas digitales es relativamente reciente y se define como el uso estratégico y planeado de herramientas y tecnologías basadas en Internet y en los nuevos medios, para construir y mantener un diálogo (comunicación bidireccional) entre la organización y sus públicos. La función de las relaciones públicas (RR. PP.), tal y como la conocíamos, se enfrenta a un nuevo desafío: adaptarse adecuadamente a las nuevas exigencia...Starting at €8.20
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Flipkart (B): The Ongoing Battle for India's E-Commerce Market
Gupta, Sunil; Narayandas, Das; Tahilyani, RachnaCase HBS-518097-EMarketingIn 2017, both Flipkart and Amazon claimed leadership position in India's recently concluded key annual festive season sale, but it was too early to declare victory. Amazon continues to invest heavily in India. Competition from newer players is increasing. Media reports hint that Reliance Industries, a large Indian conglomerate, is planning to extend its e-commerce offering beyond fashion to electronics, mobile phones and even groceries. As th...Starting at €5.74
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Mercadona Tech: Separating the Shower From the Bathtub
Villanueva, Julian; Ferrándiz, LuisCase M-1396-EInformation Technologies, Marketing, Service and Operations ManagementIn May 2022, Mercadona, along with its e-commerce division, was looking for ways to continue growing. They had developed what was probably the only profitable online supermarket in Spain up to the moment. The hive logistics model was operating in just three cities: Valencia, Madrid, and Barcelona. After six years, the time had come to expand domestically. Mercadona invoiced ?510m in e-commerce, but half of those sales (?263m) were done where the ...Starting at €8.20
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Mercadona Tech: Separating the shower from the bathtub - Teaching note
Villanueva, Julian; Ferrándiz, LuisTeaching Note MT-61-EInformation Technologies, Marketing, Service and Operations ManagementIn May 2022, Mercadona, along with its e-commerce division, was looking for ways to continue growing. They had developed what was probably the only profitable online supermarket in Spain up to the moment. The hive logistics model was operating in just three cities: Valencia, Madrid, and Barcelona. After six years, the time had come to expand domestically. Mercadona invoiced 510 million euros in e-commerce, but half of those sales (263 million eur...Starting at €0.00
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Philips Healthcare Latin America
Gupta, SunilCase HBS-515097-EMarketingOn a beautiful sunny afternoon in October 2013, Daniel Mazon (GMP 15), decided to take some time out of his busy schedule of the General Management Program (GMP) at the Harvard Business School to reflect on his company's situation. Mazon was the Vice President and General Manager of the Imaging Systems Division of Philips Healthcare in Latin America (Latam). For three consecutive years, Philips Ultrasound business was losing market share in Lata...Starting at €8.20
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Mercadona Tech: separar la ducha de la bañera
Villanueva, Julian; Ferrándiz, LuisCase M-1396Information Technologies, Marketing, Service and Operations ManagementEn Mayo de 2022 Mercadona, de la mano de su división de e-commerce, estaba considerando cómo seguir creciendo. Hasta ese momento se había desarrollado lo que era probablemente el único supermercado online rentable en España. El modelo logístico de colmenas estaba operando en tan solo tres ciudades: Valencia, Madrid y Barcelona. Después de seis años había llegado el momento de expandirse a nivel nacional. Mercadona facturaba 510 millones de euros ...Starting at €8.20
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Flipkart: Transitioning to a Marketplace Model, Teaching Note
Gupta, Sunil; Narayandas, DasTeaching Note HBS-516095-EMarketingTeaching note for case 516017. In 2015, Sachin and Binny Bansal, co-founders of India's largest e-tailer, Flipkart, announced that the company would switch to a marketplace model and move its logistics arm into a separate company. At the time of the announcement, Snapdeal already claimed to be India's largest marketplace, and Amazon and other deep-pocket traditional retail giants like Reliance, Future Group, and Tata left no stone unturned to ca...Starting at €0.00
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Conversion Rate Optimization
Ferrándiz, Luis; Villanueva, Julian; Soldado, PilarTechnical Note MN-389Information Technologies, MarketingEn esta nota se presenta una serie de pautas para aumentar la conversión en un sitio web. Ésta no tiene por qué ser una transacción monetaria, sino que puede tratarse de un registro o de los actos de compartir una noticia, invitar a un amigo, hacerse fan de un club, realizar una descarga, solicitar la prueba de un vehículo, etc. La optimización de un proceso de CRO en un sitio web debe seguir unos pasos estipulados para asegurar su máximo aprovec...Starting at €8.20
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Transitioning to a Marketplace Model (Spanish version)
Narayandas, Das; Gupta, Sunil; Tahilyani, RachnaCase HBS-518S12MarketingSachin Bansal and Binny Bansal, co-founders of India's largest e-commerce company, Flipkart, were reviewing the foregoing Facebook post, which had gone viral and received more than 20,000 likes. A third-party seller listed a pair of women's sandals on Flipkart's website at 799 Indian rupees and offered it on promotion at 399. However, upon close examination of the product's display photo, consumers noticed a 399 price tag printed on the strap. Co...Starting at €8.20
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Product
Villanueva, Julian; Osuna, IgnacioTechnical Note MN-387-EInnovation and Change, MarketingConsider the following business decisions: " Santander Bank is considering launching a credit card in Mexico that would double its market share. Regarding the card's characteristics, it is trying to decide between a card with an interest rate 40% lower than the competition's rates and a card with no commission charges. " Pressured by cheaper competitors (primarily white-label brands), Dodot, a diaper brand in the P&G group in Spain, is consider...Starting at €8.20