This website uses technical, customisation and analytical cookies, both first-party and third-party, to anonymously facilitate browsing and analyse statistics on use of the website. Learn more
Search results
-
BBVA: una estrategia de comunicación diferente
Plaza, Salvador; Villoch, Ignacio; Pin Arboledas, José Ramón; Stein, GuidoCase M-1272Entrepreneurship, Knowledge and CommunicationEl departamento de comunicación del BBVA, comandado por Gregorio Panadero, decide apostar por el branded content como forma de expandir la imagen de la compañía. Iniciativas como dar nombre a competiciones deportivas (la Liga), patrocinio de competiciones deportivas de talla mundial (la NBA), la producción de una webserie o de una película resultarán ejemplos de lo que se ha hecho hasta ahora. Gregorio Panadero estaba contento con el desarrollo d...Starting at €8.20
-
BBVA: A Different Communication Strategy
Plaza, Salvador; Villoch, Ignacio; Pin Arboledas, José Ramón; Stein, GuidoCase M-1272-EEntrepreneurship, Knowledge and CommunicationBBVA's communications department, led by Gregorio Panadero, decided to get involved with branded content as a way of spreading the company's image. Initiatives including lending its name to sports competitions (The League), sponsorship of world-class sports competitions (the NBA), and production of a web series and movie serve as examples to date. Gregorio Panadero was pleased with the development of this new way of communicating. However, at the...Starting at €8.20
-
Learning to Play in the New "Share Economy"
Fournier, Susan; Eckhardt, Giana M.; Bardhi, FleuraArticle HBS-R1307M-EStrategyAn established rental car company acquires a car-sharing start-up and must decide whether to fully integrate it, to leave it as an independent unit, or to take a course somewhere in the middle. This fictional case study is written by Susan Fournier, Giana M. Eckhardt, and Fleura Bardhi, featuring expert commentary by Marc McCabe and Andre Haddad. This HBR Case Study includes both the case and the commentary. For teaching purposes, this Reprint i...Starting at €8.20
-
Learning to Play in the New "Share Economy" (HBR Case Study)
Fournier, Susan; Eckhardt, Giana M.; Bardhi, FleuraArticle HBS-R1307X-EStrategyAn established rental car company acquires a car-sharing start-up and must decide whether to fully integrate it, to leave it as an independent unit, or to take a course somewhere in the middle. This fictional case study is written by Susan Fournier, Giana M. Eckhardt, and Fleura Bardhi, featuring expert commentary by Marc McCabe and Andre Haddad. For teaching purposes, this is the case-only version of the HBR case study. The commentary-only vers...Starting at €8.20
-
Learning to Play in the New "Share Economy" (Commentary for HBR Case Study)
Fournier, Susan; Eckhardt, Giana M.; Bardhi, FleuraArticle HBS-R1307Z-EStrategyAn established rental car company acquires a car-sharing start-up and must decide whether to fully integrate it, to leave it as an independent unit, or to take a course somewhere in the middle. This fictional case study is written by Susan Fournier, Giana M. Eckhardt, and Fleura Bardhi, featuring expert commentary by Marc McCabe and Andre Haddad. For teaching purposes, this is the commentary-only version of the HBR case study. The case-only vers...Starting at €8.20
-
Kodak: The Rebirth of an Iconic Brand, Teaching Note
Keinan, Anat; Eckhardt, Giana M.; Beverland, MichaelTeaching Note HBS-519052-EMarketingTeaching note for case 519051.Starting at €0.00
-
Kodak: The Rebirth of an Iconic Brand
Keinan, Anat; Beverland, Michael; Eckhardt, Giana M.Case HBS-519051-EMarketingFollowing its re-emergence from bankruptcy protection in 2014, the marketing team at Kodak has been charged with tripling brand value with consumers, with little marketing budget. The case focuses on the strategies used by senior Kodak marketers Steven Overman and Dany Atkins to leverage the brand's heritage for innovation and creativity with existing and new audiences. With few resources other than heritage, Overman and Atkins have focused on ma...Starting at €8.20
-
Negotiating Across Cultures
Mehta, Kandarp; Stein, GuidoTechnical Note NEGN-3-ELeadership and People ManagementThis technical note talks about the nuances of negotiating in a multicultural setting. The note describes the reasons for cultural differences in negotiations. It draws heavily on Jeanne M. Brett's seminal work Negotiating Globally, which in turn draws on research done mainly in cultural psychology.Starting at €8.20
-
Negotiating Across Cultures (Portuguese Version, Brazil)
Mehta, Kandarp; Stein, GuidoTechnical Note NEGN-3-PBLeadership and People ManagementThis technical note talks about the nuances of negotiating in a multicultural setting. The note describes the reasons for cultural differences in negotiations. It draws heavily on Jeanne M. Brett's seminal work Negotiating Globally, which in turn draws on research done mainly in cultural psychology.Starting at €8.20
-
La negociación intercultural
Mehta, Kandarp; Stein, GuidoTechnical Note NEGN-3Leadership and People ManagementEn esta nota técnica se explican los matices de las negociaciones en contextos multiculturales y se describen las razones por las que las diferencias culturales se ponen de manifiesto en los procesos de negociación. Para ello, se recurre en numerosas ocasiones al clásico de Jeanne M. Brett Negotiating Globally, que, a su vez, recopila las investigaciones realizadas, sobre todo, en el campo de la psicología cultural.Starting at €8.20