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Hewlett-Packard: Designjet Online - Teaching Note
Renart, Lluís G.Teaching Note MT-22-EMarketingIn September 1997, the Marketing Manager of the HP Barcelona Division (HP-BCD) has to decide whether or not to set up a new dedicated Internet web page. Its purpose would be to create a new direct and interactive relationship marketing link with the already existing 500,000 end users (installed base) of their large-format inkjet printers, located in any country of the world. At that time, HP-BCD had only about 50,000 of them registered. The case ...Starting at €0.00
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Lácer, S.A. - Euroalliance
Renart, Lluís G.; Vilà, JoaquimCase DG-1008-EStrategyEuroalliance is a strategic alliance which was created in 1989 by three European pharmaceutical laboratories, all family-owned and directed towards the development of technological innovations. The main objective of the agreement is that by acting jointly their attraction will increase when it comes to winning licences from American and Japanese companies who have a minimal commercial presence in Europe, although other forms of collaboration are ...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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Smith & Nephew - Innovex
Renart, Lluís G.Case M-1092-EMarketingSmith and Nephew S.A. is a company selling health care products in Spain. In September 1999, it decided to carry out a test, consisting of contracting Innovex, a two-person sales team, to reinforce the product information work done by the Smith & Nephew sales team. The targets of this work are doctors and, especially, nurses. In March 2000, the directors of S&N had to evaluate the results obtained, and decide how to continue.Starting at €8.20
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Gallina Blanca Star- Africa: To Launch or not to Launch a Bouillon Tablet Enriched with Vitamin A
Szecowka, Bianca; Renart, Lluís G.Case M-1238-EMarketingSince the 1970s Spanish company Gallina Blanca has had a substantial competitive presence in the African market, where it sells Jumbo bouillon tablets, competing mainly with Nestlé's "Maggi" line of products. In October 2007 managers at Gallina Blanca must decide whether or not to launch a JUMBO bouillon tablet fortified with vitamin A in Africa. If they decide to go ahead, they will have to determine the details of the launch plan and the forese...Starting at €8.20
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Chupa Chups Vending: "Choose your flavor" - Teaching Note
Renart, Lluís G.Teaching Note MT-24-EMarketingThis is a teaching note to accompany the case "Chupa Chups Vending: Choose your flavor". As described in the case, a former Chupa Chups executive is offered the opportunity to become the worldwide freelance agent to sell a new vending machine, dedicated to selling the world famous Chupa Chups lollipops. Before accepting, Andrew must evaluate the potential worldwide sales of these new vending machines. To do this, he must develop a global marketin...Starting at €0.00
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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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Farggi
Parés Canalias, Francisco; Renart, Lluís G.Case M-994-EMarketingIn August 1992, Haagen-Dazs opened its first ice cream parlour in Barcelona. In July 1993, Farggi, a small Spanish family-owned company, opened its own first luxury ice cream store just a few blocks away. This case is an example of how a small local company can compete against a very large multinational corporation. At the beginning of 1995, when Farggi already has 13 exclusive ice cream parlours in Spain, plus some 800 non-exclusive retail outle...Starting at €8.20
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Imaginarium
Berasategui Rodríguez, Laureano; Parés Canalias, Francisco; Renart, Lluís G.Case M-1173-EInformation Technologies, MarketingIn early March 2001, the president of Imaginarium was mulling over the main decisions he had to take regarding his company's commercial strategy. Imaginarium is a chain of 161 toy stores, of which 53 are its own, and 108 are franchised. Of these, 112 are in Spain and 49 are spread across nine other countries. The dilemmas for the commercial strategy are: 1) the chain's internationalization and development program; 2) the launch of a new web page ...Starting at €8.20