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Mavi: Fashioning a Path to Brand Growth
Avery, Jill; Yucaoglu, GamzeCaso HBS-517075-EMarketingThis case examines the strategic choices and business model with regards to branding at Mavi, a leading Turkish apparel retailer. The case is presented from the perspective of the company CEO and its global brand director who is also part owner. In 2015, Mavi had sales of $419 million, up 20% from the previous year. Growth rates like these were becoming routine at Mavi. But, the path to growth was getting more challenging, and Turkven, Mavi's pri...Desde 8,20 €
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Managing Risk in an Unstable World (Spanish version)
Bremmer, IanArtículo HBS-R0506BEconomíaThis article includes a one-page preview that quickly summarizes the key ideas and provides an overview of how the concepts work in practice along with suggestions for further reading. With emerging markets like China and politically unstable countries like Saudi Arabia figuring more than ever into companies' investment calculations, business leaders are turning to political risk analysis to measure the impact of politics on potential markets, mi...Desde 8,20 €
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Global Leadership in a Dynamic and Evolving Region: Molinas @ The Coca-Cola Company (A)
Neeley, Tsedal; Cekin, EselCaso HBS-417068-ELiderazgo y Dirección de personasGalya Frayman Molinas, President of Coca-Cola's Turkish Business and a 20-year company veteran, is unexpectedly asked to take the helm of a newly expanded territory with operations across eight additional countries in Central Asia: Armenia, Azerbaijan, Georgia, Kazakhstan, Kirgizstan, Tajikistan, Turkmenistan, and Uzbekistan. With seemingly competing instructions to accelerate growth, while not diluting focus in Turkey or Central Asia, Molinas mu...Desde 8,20 €
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Global Leadership in a Dynamic and Evolving Region: Molinas @ The Coca-Cola Company (D)
Neeley, Tsedal; Cekin, EselCaso HBS-417071-ELiderazgo y Dirección de personasSupplements the (A) case. Galya Frayman Molinas, President of Coca-Cola's Turkish Business and a 20-year company veteran, is unexpectedly asked to take the helm of a newly expanded territory with operations across eight additional countries in Central Asia: Armenia, Azerbaijan, Georgia, Kazakhstan, Kirgizstan, Tajikistan, Turkmenistan, and Uzbekistan. With seemingly competing instructions to accelerate growth, while not diluting focus in Turkey o...Desde 5,74 €
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Liderazgo mundial en una región dinámica y en evolución: Molinas @ The Coca-Cola Company (A)
Neeley, Tsedal; Cekin, EselCaso HBS-418S16Liderazgo y Dirección de personasGalya Frayman Molinas, presidente de Coca-Cola turca de negocios y un veterano de la compañía de 20 años, se le pide inesperadamente a tomar el timón de un territorio recientemente ampliado con operaciones en ocho países de Asia Central: Armenia, Azerbaiyán, Georgia, Kazajstán, Kirguistán , Tayikistán, Turkmenistán y Uzbekistán. Con aparentemente compitiendo instrucciones para acelerar el crecimiento, aunque no diluir el foco en Turquía o Asia Ce...Desde 8,20 €
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Sales Force Management at Nobel Ilac
Chung, Doug J.; Yucaoglu, GamzeCaso HBS-519067-EMarketing1) growth was not as high as desired; and 2) the sales force's voluntary turnover was very high. Given that the sales force was the only go-to-market channel, Nobel needed to do something to reduce employee turnover without affecting the positive trend in sales and profits. For many industries, personal selling is the primary and sometimes the only way that a firm can go to market. Hence, properly managing the sales force is a key to a firm's su...Desde 8,20 €
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Rebranding Godiva: The Yildiz Strategy
Deshpande, Rohit; Cekin, EselCaso HBS-515059-EMarketingThis case concerns Yildiz Holding's acquisition of Godiva Chocolatier from its previous owner, Campbell Soup, and its strategy in preserving Godiva's "made in Belgium" brand position. Provenance Paradox, a problem faced by companies in emerging countries trying to establish their brands in developed markets, had not become a problem for Yildiz Holding. After patiently waiting five years and seeing the company not performing as desired, Murat lk...Desde 8,20 €
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Enpara.com: Digital Bank at a Crossroad
Gupta, Sunil; Kuzucu, ErenCaso HBS-518030-EMarketingIn March 2017, Elsa Pekmez Atan (MBA 2004), was wondering about the future of Enpara.com, a digital-only banking platform of QNB Finansbank. Since its launch in October 2012, Enpara had been successful in attracting over 600,000 customers by appealing to digital savvy, middle-class customers that QNB Finansbank was lacking for a long time. By the end of 2016, it accounted 16% of QNB Finansbank's deposits. With the support of the top management, A...Desde 8,20 €
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Cherries With Charm: Turkey's Alara Agri
Michael R. Pearce; Jordan MitchellCaso IVEY-9B09A019-EDirección estratégica, Iniciativa emprendedora, MarketingThe chief executive officer (CEO) and owner of Alara Agri, a major Turkish cherry and fig producer, wants to convince retailers in Belgium and Germany (and, later, other parts of Europe) to change cherries from a bulk product to a higher-end luxury product packaged in small carry bags. The move from bulk to small packages has been highly successful in the United Kingdom where retailers reduced waste and increased margins. The German and Belgian r...Desde 8,20 €
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The Abraaj Group: Making of a Global Private Equity Firm
William F. Meehan, Ali GaraCaso SGSB-F312-EFinanzasThe case looks at how The Abraaj Group has emerged as a global private equity firm and came to define its focus and strategy in this process. While the local knowledge and relationships is considered to be critical for value creation in the private equity industry, firms often seek to expand geographically as their funds and resources increase. The case explores how a global firm like Abraaj can balance the need to focus on local networks and kno...Desde 8,20 €