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Puig Doria - Condensed
Martincich, M.; Parés Canalias, Francisco; Renart, Lluís G.Case M-690-EMarketingThis is a condensed version of case Puig Doria (M-663). The present condensed version has been prepared for publication in a book. Wherever possible, it is recommend that the full version be used in class. Puig Doria is a famous designer of jewels in Barcelona, where he has his only retail establishment. After describing two previous attempts at exporting, the case centers on the present opportunity to export to Japan, with the help of C. Itoh, o...Starting at €8.20
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Tecalum - Poland
Wyszomierski, Marcin; Parés Canalias, Francisco; Renart, Lluís G.Case M-1174-EMarketingIn November 2003, only a few months before the planned enlargement of the European Union through the accession of ten Central and Eastern European and Mediterranean countries, the Tecalex-Tecalum group has to decide whether or not to enter the Polish market. Its decision will be based largely on a marketing research report produced the previous summer. The company must also decide on the best penetration strategy. One option is to set up an alumi...Starting at €8.20
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Bausch & Lomb India
Parés Canalias, Francisco; Renart, Lluís G.; Sahay S.Case M-962-EMarketingIn May 1990, Bausch & Lomb decided to launch a new subsidiary in India. A new plant was set up in Bhiwadi to manufacture soft contact lenses, eyecare, products, metallic frames for prescription glasses, and the leding premium sunglasses in the world: Ray-Ban. The launch took place between July and October, 1991. In June 1993, actual sales achievement is below forecast, and the managers of the Indian subsidiary are considering the opportunity to l...Starting at €8.20
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Spainsko
Parés C.; Parés Canalias, Francisco; Renart, Lluís G.Case M-1005-EMarketingIn mid-1993 a husband and wife start up a new family business importing "comfort shoes", a special type of shoe that is very comfortable but relatively highly priced and somewhat unusual and unfashionable in appearance. The case describes the various direct marketing actions they undertake, detailing the costs of each and the sales achieved, and formulates various options for marketing actions to be carried out in 1995. This case was winner of th...Starting at €8.20
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Hewlett-Packard: Designjet Online 1997
Parés Canalias, Francisco; Renart, Lluís G.; Segarra, José AntonioCase M-1084-EMarketingAt the end of 1997, having first conducted various studies, the Marketing Director of Hewlett Packard Barcelona Division (HP-BCD) is facing the decision of whether or not to set up a new website on the Internet. The purpose of the new site would be to establish a direct and interactive means of communication with the end users of the company's large format printers around the world. The case sets out a number of dilemmas concerning the proposed n...Starting at €8.20
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Break Down the Hypothesis: The Importance of the Hypothesis of Record in Evaluating the Progress of an Innovation Initiative
Govindarajan, Vijay; Trimble, ChrisBook Chapter HBS-7062BC-ESimple innovations-for example, to improve a process-often have just one unknown. Game-changing innovations, however, have several. That makes the learning challenge more complex. It becomes crucial to break down the hypothesis from an aggregate conjecture to the smaller assumptions that the larger goal depends on. In a best-case scenario, each unknown is isolated and separately tested in laboratory-like conditions. More often, though, the unknow...Starting at €8.20
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Moving On, Moving Up: How Leading a Successful Innovation Can Advance Your Career-and Present New Challenges
Govindarajan, Vijay; Trimble, ChrisBook Chapter HBS-7064BC-EThe recognition that there are fundamental incompatibilities between ongoing operations and the work of innovation is crucial to the successful implementation of any innovation initiative. While ongoing operations seeks efficiency by making every task and process repeatable and predictable, innovation is by nature nonroutine and uncertain. If you lead an innovation initiative, you must address these incompatibilities by building a team with a cus...Starting at €8.20
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Seek the Truth: How Emotions and Biases Can Distort Progress Evaluations of Innovation Initiatives-and How to Counteract Them
Govindarajan, Vijay; Trimble, ChrisBook Chapter HBS-7063BC-EInnovation is a risky business, fraught with the possibility of failure. In what the authors call the Moment of Truth, you evaluate the success-or failure-of your initiative. A simple innovation might have only one Moment of Truth, but for most initiatives, there are many. And each one is more than just a learning opportunity; it is a critical chance to alter the trajectory of the initiative and improve its odds of success. In this chapter, the a...Starting at €8.20
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Flamagás, S.A.
Lopetegui G.; Parés Canalias, Francisco; Renart, Lluís G.Case M-689MarketingFlamagás, S.A. es una empresa creada en 1959, dedicada a la fabricación y venta de encendedores. El caso describe la evolución de la empresa, con especial énfasis en el desarrollo de sus exportaciones. Se describe el hundimiento del mercado mundial de encendedores de tipo medio (calidad y precio), y las dificultades que ello causó a la empresa. Se describe el fuerte proceso de reestructuración llevado a cabo en 1982, 1983 y 1984. Finalmente, como...Starting at €8.20
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Marieta Textil, S.A.
Gil, P.; Nueno, José Luis; Parés Canalias, Francisco; Renart, Lluís G.Case M-715MarketingMarieta Textil es una pequeña empresa dedicada a la "edición de telas". El proceso de negocio consiste en adquirir los diseños originales a famosos artistas vanguardistas, para hacerlos estampar sobre tela por parte de terceros. La empresa vende estos estampados a tiendas de decoración. Tras cierto éxito en España, desean exportar, pero no consiguen tener un volumen de ventas en el extranjero que tenga un mínimo de importancia y continuidad. Cont...Starting at €8.20