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Macsa: la venta de proyectos
García Pont, Carlos; Rocha e Oliveira, PauloCase M-1287MarketingLa fuerza de ventas de MACSA ha sido exitosa en la venta de impresoras, lásers y máquinas de etiquetado durante décadas. La reciente incorporación de proyectos en la oferta de la empresa requiere una nueva estrategia de ventas. Este caso trata los desafíos a que se enfrentan los directivos de la empresa en la elaboración e implementación de esta nueva estrategia.Starting at €8.20
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Google AdWords: Developing and Growing the Spanish Market
Puig, Albert; Rocha e Oliveira, Paulo; García Pont, CarlosCase M-1239-EInformation Technologies, Knowledge and Communication, MarketingGoogle is the largest advertising space seller in the world. Its flagship product is the "sponsored links" ads on its search result page, regardless of how hard it is to take full advantage of them. These links are sold primarily through the Google Adwords site, with the support of a sales team.The challenge facing this business organization is complicated as it figures out how to boost sales of a seemingly simple product with such a diverse clie...Starting at €8.20
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Internet Marketing
Puig, Albert; Rocha e Oliveira, Paulo; García Pont, CarlosTechnical Note MN-370-EInformation Technologies, MarketingIn this technical note we explain what Internet marketing is, what it is used for, and how it is done. The note covers a wide variety of subjects, but is broadly in two parts. The first, more theoretical part explains why the Internet is a good medium for marketing. The second focuses on more practical issues, i.e., the things we must we know in order to do Internet marketing. To show that the Internet is a good marketing medium, we describe the ...Starting at €8.20
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Google AdWords: desarrollo y crecimiento del mercado español
Puig, Albert; Rocha e Oliveira, Paulo; García Pont, CarlosCase M-1239Information Technologies, Knowledge and Communication, MarketingLa empresa Google es el proveedor de espacio publicitario con mayor volumen de ventas del mundo. Su producto estrella son los enlaces patrocinados en las páginas de resultados de las búsquedas, a pesar de la dificultad que tiene sacarles el máximo partido. Estos enlaces se comercializa básicamente a través del sitio web Google Adwords, con el apoyo de una fuerza de ventas. El reto que afronta esta organización comercial es complejo, ¿cómo empujar...Starting at €8.20
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Market Orientation
García Pont, Carlos; Rocha e Oliveira, PauloTechnical Note MN-371-EMarketingThe purpose of this technical note is to define the concept of market orientation, demonstrate the advantages and characteristics of a market-oriented company and propose some ideas to help companies develop their market orientation. Market orientation is one of the central concepts in marketing literature. It gives companies a competitive edge by helping them understand and respond to market demands effectively, enhancing the awareness of the c...Starting at €8.20
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Overcoming the Hidden Barriers to Innovation
García Pont, Carlos; Rocha e Oliveira, PauloArticle ART-2149-EInnovation and Change, MarketingNew research by the authors on the information-sharing processes at 20 multinational firms shows how companies are insufficiently attuned to the ebb and flow of their respective markets. With the market information they do have, they often fail to process it effectively. These problems represent major barriers to innovation. The authors discuss these barriers in depth, grouped according to the firm's ability to know, understand and use market in...Starting at €8.20
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Growth and Transition at Onex Corporation
W. Glenn Rowe; Rod E. White; Maria SemenovaCase IVEY-9B16M123-EStrategyOver its 30-year history, Onex Corporation, a Canadian investment firm, had derived much of its success from the private equity sector. It did so by acquiring attractive portfolio companies, adding value to them by improving their financial and operational performance, and then selling them several years later at an attractive return. However, given the market conditions in 2015, Onex Corporation faced difficulty in successfully acquiring target ...Starting at €8.20
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Fortis Inc. and the $11.8 Billion ITC Decision - Teaching Note
Rod E. White; W. Glenn Rowe; Selena Shannon PritchardTeaching Note IVEY-8B18M020-EStrategyTeaching note for product 9B18M020.Starting at €0.00
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Shaw Communications: Becoming a Connectivity Pure Play
Rod E. White; W. Glenn Rowe; Jeremiah De SousaCase IVEY-9B17M072-EStrategyIn late 2015, the chief executive officer of Shaw Communications was considering whether to reduce or divest the company’s media assets. Shaw Communications had been founded as a cable television provider and, over the years, had grown its consumer connectivity businesses to include Internet services, satellite television, landline telephony, and, most recently, cellular network services. Similar to most other major Canadian telecommunications co...Starting at €8.20
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Macsa: Making the Transition from Products to Projects
García Pont, Carlos; Rocha e Oliveira, Paulo; Valadas, JorgeCase M-1255-EMarketing, Service and Operations ManagementMACSA competed in the coding and product identification industry, as it proportioned firms with the ability to trace all of its products form raw material to the end consumer. Their traditional strategy had been to sell "products" such as ink-jet printers, lasers, and labeling machines. In recent years, the company started to sell "projects" which included machines, software, and consulting. The case describes the challenges faced by the CEO and ...Starting at €8.20