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Biocon: Launching a New Cancer Drug in India, Teaching Note
Gupta, Sunil; Narayandas, DasTeaching Note HBS-509039-EMarketingTeaching Note for [508026].Starting at €0.00
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PatientsLikeMe: An Online Community of Patients, Teaching Note
Gupta, Sunil; Riis, JasonTeaching Note HBS-511138-EMarketingTeaching Note for 511093.Starting at €0.00
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Marketing Transformation at Mastercard (Spanish version)
Gupta, Sunil; Reddy, Srinivas K.; Lane, DavidCase HBS-518S07MarketingSince 2013, Mastercard CMO M. V. Rajamannar (Raja) had transformed the firm's marketing by using unique experiences, digital technology, and social media to intensify linkages not only with cardholders but also with Mastercard's direct bank and merchant stakeholders. Building on its influential but dated "Priceless" advertising campaign, Raja refocused Mastercard on four "Priceless Possibilities" that engaged cardholders directly in unexpected an...Starting at €8.20
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Marketing Transformation at Mastercard
Gupta, Sunil; Reddy, Srinivas K.; Lane, DavidCase HBS-517040-EMarketingSince 2013, Mastercard CMO M. V. Rajamannar (Raja) had transformed the firm's marketing by using unique experiences, digital technology, and social media to intensify linkages not only with cardholders but also with Mastercard's direct bank and merchant stakeholders. Building on its influential but dated "Priceless" advertising campaign, Raja refocused Mastercard on four "Priceless Possibilities" that engaged cardholders directly in unexpected an...Starting at €8.20
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Biocombustibles, los condicionantes de un sector naciente
González-Alemán H.Technical Note IIST-ASEIN-9EconomicsLa nota introduce el sector de los biocombustibles, como sector económico de reciente aparición. Se describe su origen así como conceptos esenciales, pasando a analizar el sector en su contexto internacional (centrándose en la Europa Comunitaria) y los condicionantes para su desarrollo.Starting at €8.20
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Fiter
González-Alemán H.Case IIST-ASEI-4FinanceEl caso aborda la crisis provocada en el sector del aceite español (año 2001), ante la decisión del Ministerio de Sanidad y Consumo de hacer público el anuncio de que el producto podía contener elementos cancerígenos (benzopirenos). Al hilo de la experiencia personal de un directivo de una compañía española del sector, se analizan tanto la gestión de la crisis en España como los efectos de la decisión sobre el sector exportador, el impacto económ...Starting at €8.20