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Carolina Herrera
Camprodón J.; de Toro, Juan ManuelCase M-936MarketingLa Dirección de Puig, S.A. se plantea el lanzamiento de un nuevo perfume en el segmento de selección de mujer en España, con el precedente de su considerable éxito en Estados Unidos, con el fin de potenciar la presencia de la compañía en este segmento. El problema concreto es decidir si el producto y el nombre (Carolina Herrera) es el más idóneo, pues parece que los clientes y los técnicos dudan de su posible adaptación al gusto del consumidor es...Starting at €8.20
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Ruffles
Camprodón J.; de Toro, Juan ManuelCase M-937MarketingPor imposición de la división internacional de Pepsico, Matutano se ve ante el dilema de cambiar la marca de patatas onduladas (Matutano Onduladas), que en ese año es líder indiscutible del mercado de patatas en España, por el nombre de Ruffles, marca que identifica a las patatas onduladas de Pepsico en el mundo entero, menos en España. El riesgo asumido por tal decisión hace que la dirección de Matutano diseñe una campaña de publicidad dirigida ...Starting at €8.20
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Licor del Polo 2 en 1 & BBDO (B)
Camprodón J.; de Toro, Juan ManuelCase M-989MarketingRealización de la planificación de medios del spot internacional Licor del Polo 2 en 1, en el mercado español.Starting at €5.74
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Licor del Polo 2 en 1 & BBDO (A)
Camprodón J.; de Toro, Juan ManuelCase M-987MarketingLa agencia de publicidad Tiempo/BBDO ha sido elegida para desarrollar el "briefing" elaborado por Henkel para el lanzamiento del nuevo dentífrico Licor del Polo 2 en 1. Su trabajo consiste en adaptar el spot internacional del producto al mercado español, planificando la campaña de medios y distribuyendo el presupuesto establecido (300 millones de pesetas).Starting at €8.20
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Licor del Polo 2 en 1 & BBDO (A)
Camprodón J.; de Toro, Juan ManuelCase M-987-EMarketingThe advertising agency Tiempo/BBDO has been given the brief for the launch of a new toothpaste, Licor del Polo 2 en 1, by Henkel. Its task is to adapt the international advertising for the product to the Spanish market, plan the media campaign and share out the budget (300 million pesetas).Starting at €8.20
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Carolina Herrera
Camprodón J.; de Toro, Juan ManuelCase M-936-EMarketingThe management of Puig, S.A. is considering launching a new perfume in the prestige women's segment in Spain. The product has been highly successful in the United States and the company wishes to strengthen its presence in the prestige segment in Spain. Specifically, the task is to decide whether the product itself and its name, Carolina Herrera, are appropriate, since both customers and experts are dubious whether it will appeal to Spanish taste...Starting at €8.20
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Credit Suisse Group: Managing Equity Research as a Business
Groysberg, Boris; Healy, Paul M.; Abbott, Sarah L.Case HBS-410073-ELeadership and People ManagementIn 2003, in the midst of industry turmoil and company-specific challenges, Stefano Natella was named Global Head of Equity Research at Credit Suisse. Over a six-year period, Natella implemented and refined a new methodology for valuing equity research analysts, both individually and as a collective unit. Natella's system, known as the 'Scorecard' was also used as the basis for compensating, hiring, and promoting analysts. Over time, the Scorecard...Starting at €8.20
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Gerson Lehrman Group: Managing Risks
Groysberg, Boris; Healy, Paul M.; Abbott, Sarah L.Case HBS-412004-EIt was June 2011 and Alexander Saint-Amand, President and CEO of Gerson Lehrman Group, the largest expert network firm globally, has found his firm once again in the midst of controversy. This controversy centered around a number of insider trading cases that had been brought against consultants working for competing expert network firms. While GLG was in no way implicated in these cases, and GLG had invested significantly in its compliance polic...Starting at €8.20
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Transpower New Zealand: Evaluating Board Performance
Groysberg, Boris; Healy, Paul M.; Abbott, Sarah L.Case HBS-416024-ELeadership and People ManagementMark Verbiest, Chairman of Transpower New Zealand, initiated a performance review of Transpower's board of directors. The review, which took four months to complete, provided board members with individualized feedback on their performance, as well as information on how the overall board functioned as a team. As Verbiest considered the feedback from this process he questioned, was Transpower's board operating at optimal performance levels? Was Tra...Starting at €8.20
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Morgan Asset Management
Groysberg, Boris; Healy, Paul M.; Abbott, Sarah L.Case HBS-411058-EAccounting and ControlIt is 2010 and Guillermo Araoz, the equity research director at Morgan Asset Management (MAM), is considering his research budget for the year. Due to recent declines in the equity markets and MAM's sale of its mutual funds business, MAM has seen a decline in its assets under management, and consequently, in its research budget. The case describes the investment process at MAM, including how stocks are selected and portfolios are constructed, and...Starting at €8.20