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Building an e-Commerce Brand at Wayfair
Teixeira, Thales S.; Watkins, Elizabeth AnneCase HBS-516028-EMarketingWayfair, Inc. was made up of five home goods, furniture, and d cor e-commerce brands. Wayfair.com, the main brand, which was responsible for the majority of sales, targeted the mass middle home goods market. AllModern, DwellStudio, Joss & Main, and Birch Lane were niche sites focused on more specialized curated design esthetics. Determining the 2014 advertising budget for Wayfair.com is the big question in the case. Two ad budget decisions need ...Starting at €8.20
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Movimientos dinamizador e integrador en Verbideas
Fité Navarro, Rosa M; Mehta, KandarpTechnical Note EN-22Entrepreneurship, Innovation and ChangeEsta nota técnica explica los movimientos dinamizador y integrador de Verbideas basados en Platón y Aristóteles respectivamente. Verbideas es un modelo de formación activa en creatividad colaborativa para ayudar a las empresas a convertir creatividad en valor. Sus principios son buscar verdad (comprender la realidad), encontrar bondad (añadir valor) y hacer belleza (operaciones). Consta de tres movimientos: dinamizador, integrador y colaborador y...Starting at €8.20
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Who Owns the Whale (Abridged)
Teixeira, Thales S.; Bell, David E.Case HBS-515108-EMarketingJudge William Wright considers the case of the dispute of a whale carcass wherein several whaling ships claim ownership based on each one's contribution to its killing. The judge must weigh in the differing efforts and costs of three ships who each played a role at different stages of the hunting process, as well as the prevalent norms-of-ownership at the time.Starting at €8.20
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Who Owns the Whale
Teixeira, Thales S.; Bell, David E.Case HBS-515107-EMarketingJudge William Wright considers the case of the dispute of a whale carcass wherein several whaling ships claim ownership based on each one's contribution to its killing. The judge must weigh in the differing efforts and costs of three ships who each played a role at different stages of the hunting process, as well as the prevalent norms-of-ownership at the time.Starting at €8.20
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Digital Transformation at Brazilian Retailer Magazine Luiza
Teixeira, Thales S.; Guissoni, Leandro; Veludo-de-Oliveira, Tania ModestoCase HBS-519009-EMarketingBy late 2017, Brazilian retailer Magazine Luiza's CEO was convinced that the company could significantly grow sales and accomplish its aspirations of digital transformation. What was unclear in his mind was whether he should act as a tech company and grow as fast as possible (e.g., high double digits) or be more conservative and grow sales at a financially healthy rate, like traditional retailers did (e.g., single digits). The primary way e-retai...Starting at €8.20
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Sell Direct-to-Consumer or Through Amazon? (HBR Case Study and Commentary)
Teixeira, Thales S.Article HBS-R1902M-EStrategyFor a company that's trying to reach more customers, selling on Amazon might seem to be a no-brainer. But there are plenty of risks: A firm might get dragged into a price war with low-cost competitors, and Amazon, not the firm, will own the data on customers--and could use it to create its own competing products. In this fictional case study, the head of marketing at a young e-bike maker thinks through the pros and cons of selling on Amazon and o...Starting at €8.20
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Sell Direct-to-Consumer or Through Amazon (Commentary for HBR Case Study)
Teixeira, Thales S.Article HBS-R1902Z-EStrategyFor a company that's trying to reach more customers, selling on Amazon might seem to be a no-brainer. But there are plenty of risks: A firm might get dragged into a price war with low-cost competitors, and Amazon, not the firm, will own the data on customers--and could use it to create its own competing products. In this fictional case study, the head of marketing at a young e-bike maker thinks through the pros and cons of selling on Amazon and o...Starting at €8.20
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Sell Direct-to-Consumer or Through Amazon (HBR Case Study)
Teixeira, Thales S.Article HBS-R1902X-EStrategyFor a company that's trying to reach more customers, selling on Amazon might seem to be a no-brainer. But there are plenty of risks: A firm might get dragged into a price war with low-cost competitors, and Amazon, not the firm, will own the data on customers--and could use it to create its own competing products. In this fictional case study, the head of marketing at a young e-bike maker thinks through the pros and cons of selling on Amazon and o...Starting at €8.20
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Corporate Venture Pitch: Emprendedor 1
Mehta, KandarpExercise NEGE-23EntrepreneurshipSerie de seis breves documentos donde se exponen situaciones de roles de emprendedores e inversores. Tres de ellos plantean contextos de intraemprendimiento dentro de una empresa; los otros tres, escenarios de inversores en proyectos innovadores. En estos últimos, se incluyen fichas de evaluación para la toma de decisiones.Starting at €8.20
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Corporate Venture Pitch: Emprendedor 2
Mehta, KandarpExercise NEGE-25Entrepreneurship, FinanceSerie de seis breves documentos donde se exponen situaciones de roles de emprendedores e inversores. Tres de ellos plantean contextos de intraemprendimiento dentro de una empresa; los otros tres, escenarios de inversores en proyectos innovadores. En estos últimos, se incluyen fichas de evaluación para la toma de decisiones.Starting at €8.20