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Marks and Spencer Enters China
Jane Menzies; Ilan Alon; Jennifer DugoshCaso IVEY-9B12A036-EDirección estratégica, MarketingMarks and Spencer (M&S) had first ventured into international markets 70 years ago. By 2012, M&S had 337 stores in 41 countries. Although M&S saw itself as a U.K. retailer that exported its products, the company had been attempting to reduce its dependency on the U.K. economic cycle. Its goal was to increase international sales from £800 million to £1.0 billion by 2013/14. By 2020, M&S wanted to be an international, multi-channel retailer. When t...Desde 8,20 €
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Mobile Language Learning: Praxis Makes Perfect in China
Ilan Alon; Allen H. KupetzCaso IVEY-9B10M021-EDirección estratégica, Iniciativa emprendedora, Tecnologías de la informaciónPraxis Language is a small company in China started by three non-Chinese entrepreneurs. Originally focused on teaching Chinese to native English speakers using podcasting and other online tools, Praxis has also developed content to teach English to native Chinese speakers, which the company perceives as a much bigger market. The case describes the challenges facing the co-founder of Praxis as he navigates emerging mobile technology (hardware and ...Desde 8,20 €
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Dialogue in the Dark: Social Enterprise in China
Ilan Alon; William Hua Wang; Jennifer Dugosh; Kylie OberdorfCaso IVEY-9B14M103-EDirección estratégica, Iniciativa emprendedora, MarketingThe founder and CEO of Dialogue in the Dark (DID) had a very unique background with long-term professional experience. She developed a passion for working with the blind and, through this passion, she brought DID to China. DID was a social enterprise aiding the disabled through awareness. Social entrepreneurship was a fairly new concept that had only recently been introduced in China.The CEO needed to figure out how to introduce this idea of soci...Desde 8,20 €
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A Speed Race: Benelli and QJ Compete in the International Motorbike Arena
Francesca Spigarelli; Ilan Alon; William WeiCaso IVEY-9B09M097-EDirección estratégica, Iniciativa emprendedora, MarketingIn 2005, the Qianjiang Group (QJ), a large-scale Chinese state-owned group, acquired the Italian company Benelli to expand its business in Western markets beyond Italy. Benelli's brand advantage was intended to provide the core competency for QJ to compete in the global motorbike markets; in addition, Benelli's capabilities and know-how in motorbike and scooter engineering also helped QJ complete its product portfolio. After a successful start, t...Desde 8,20 €