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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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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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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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Finding the Right Path
Capron, Laurence; Mitchell, WillArticle HBS-R1007J-EStrategyExecuting a new strategy nearly always requires new resources and capabilities-and most firms seek them out the wrong way. In a 10-year study of 162 telecom companies, the authors found that organizations deploying all the methods available to them outperform those that stick with a narrow approach. Yet most firms doggedly pursue one chief method, whether it's developing what they've already got internally, entering into contracts with providers,...Starting at €8.20
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Introduction: Two Funerals and a Wedding--Why Growth Efforts Fail, and How to Do Them Right
Capron, Laurence; Mitchell, WillBook Chapter HBS-9496BC-EThe introduction to "Build, Borrow, or Buy: Solving the Growth Dilemma" explains that firms' growth efforts often fail because their leaders make the wrong choices about how to obtain the necessary new resources. It presents the build-borrow-buy "resource pathways framework" as a solution and includes a glossary of key terms used throughout the book. *About the book:* How should you grow your organization? It's one of the most challenging questio...Starting at €8.20
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When to Build: Internal Development Versus External Sourcing--Obtaining Targeted Resources for Business Growth
Capron, Laurence; Mitchell, WillBook Chapter HBS-9498BC-EChapter 2 of "Build, Borrow, or Buy: Solving the Growth Dilemma" helps you choose whether to develop new resources internally, within your own organization, or obtain them externally. The chapter includes an assessment that will help you determine how relevant your present internal resources are to the capability your company needs to build, and whether your choice of a pathway is consistent with the nature of these present resources. *About the ...Starting at €8.20
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Realigning Your Resource Portfolio: Staying Competitive with the Resource Pathways Framework
Capron, Laurence; Mitchell, WillBook Chapter HBS-9506BC-EChapter 6 of "Build, Borrow, or Buy: Solving the Growth Dilemma" shows you how to use the "resource pathways framework" to continuously realign your organization's portfolio, shifting some resources into more value-creating activities, revitalizing others by combining them with new resources, and completely divesting those that no longer add value. Using the framework as an ongoing portfolio management activity can help keep your firm focused and...Starting at €8.20