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WoKou Robotics
de Santiago, RafaelCaso AD-372-EAnálisis de decisiones, Servicios y operacionesWoKou Robotics is a global artificial intelligence company that manufactures two of its most popular robots in the same plant. Manufacturing is divided into several processes: robotic design, 3D printing and wiring. The case provides a natural scenario to introduce linear optimization techniques. The last part of the case is designed to encourage discussion of optimization in the presence of uncertainty (simulation methods) using the simulation o...Desde 8,20 €
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GoldenHome: The Dilemma of High-End Strategic Positioning
Haifen Lin; Xiangtong LiuCaso IVEY-W33849-EAnálisis de decisionesSince its establishment in 1999, Xiamen Golden Home Co., Ltd. (GoldenHome) had adopted a high-end strategic positioning for its professionally produced kitchen cabinets. The company had first established a high-end brand image by differentiating its service and providing consumers with the ultimate full-process shopping experience. It had then consolidated a high-end perception of its products in the minds of its target customers by continuously ...Desde 8,20 €
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Mixue: The Race to Stay Ahead in the Asian Tea Industry
Paul W. Beamish; Julia Hou; Ann KamauCaso IVEY-W34032-EAnálisis de decisiones, MarketingFounded in 2006, Mi Xue Bing Cheng (Mixue) had become widely popular in the Chinese market by June 2021. Mixue achieved very high levels of growth by using a low-price high-volume strategy, a clever marketing campaign, and an unconventional geographic expansion strategy that emphasized secondary markets. However, the domestic market was becoming too saturated. Seeing Mixue gain recognition, new competitors started imitating its business model and...Desde 8,20 €