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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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Decathlon China: Using Social Media to Penetrate the Internet Market
Nicole R.D. Haggerty; Raymond Pirouz; Grace GengCase IVEY-9B11A043-EInformation Technologies, Marketing, StrategyAfter successfully establishing more than 33 retail stores in large cities across China, Decathlon, a large French sporting goods manufacturer and retailer, planned to open its official online shopping website in China. The marketing department head of Decathlon China had experimented with several new social media platforms in China in order to increase the brand awareness among online shoppers. At the upcoming executive meeting, the marketing de...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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Intel Corp. - Bring Your Own Device
V. Joseph Compeau; Nicole R.D. Haggerty; Ramasastry ChandrasekharCase IVEY-9B13E002-EInformation Technologies, StrategySince early 2009, the information technology (IT) division of a leading manufacturer of semiconductor chips had noticed a growing trend among the company’s 80,000 employees worldwide to bring their own smartphones and storage devices to their individual workstations. Recognizing that Bring Your Own Device (BYOD) was not a passing fad but a growing phenomenon, the company decided in January 2010 to formally implement this initiative. As the compan...Starting at €8.20
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Harry Rosen: Digitizing Customer Relationships
Vania Sakelaris; Nicole R.D. HaggertyCase IVEY-W27514-EInformation Technologies, StrategyIan Rosen, the recently appointed executive vice-president of Digital and Strategy at Harry Rosen Inc. (Harry Rosen), a successful men’s retail chain founded by Ian’s grandfather in 1954, must decide on a technology solution to support the advancement of his proposed digital strategy for Harry Rosen. The decision-making challenges he is encountering in early 2020 are compounded by the onset of the global pandemic and resulting impacts on the luxu...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