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Optimal Marketing (Spanish version)
Corstjens, Marcel; Merrihue, JeffreyArtículo HBS-R0310HMarketingThis 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. Companies selling multiple products in multiple territories face the difficult question of how to allocate marketing resources. But comparing the profit potential of, say, razors in Germany with batteries in the United Kingdom is a difficult analytical task that de...Desde 8,20 €
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CUHK Medical Centre: Establishing a Logistics Services System
Waiman Cheung, Hong Fung, Hugh Thomas, Keith Chi Ho WongCaso IVEY-W25013-EServicios y operaciones, Tecnologías de la informaciónThe chief executive officer (CEO) of the soon-to-be completed CUHK Medical Centre Ltd. (CUMC) in Hong Kong must make a decision regarding health care logistics services. The hospital’s tender board is scheduled to meet in June 2019, and the CEO must recomDesde 8,20 €
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Home Essentials: Building a Global Service Business with Local Operations
Applegate, Lynda M.; Kerr, William R.; Lane, DavidCaso HBS-811078-EIniciativa emprendedoraChris Exline founded Home Essentials, a furniture rental business targeted toward expatriates, in Singapore but rapidly moved the base of operations to Hong Kong. The company was highly successful in Singapore and Hong Kong and then pursued rapid global expansion. Lacking frameworks for deciding upon countries to enter and services to deliver in each country, Exline used gut instinct. Lacking control systems and information, he failed to identify...Desde 8,20 €
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Beacon Group of Hong Kong: Finding Light in the Shadow Education Industry
Marquis, Christopher; Li, Qi; Leung, GuyCaso HBS-415082-EIniciativa emprendedoraAfter more than 25 years of operation, Beacon Group had grown from having 3 small classrooms on the fourth floor of a commercial building, to a network of 21 centers across Hong Kong with over 60,000 students enrolled per year. The key long-term challenge for the industry was that due to low birth rates in Hong Kong, over the next decade there will be a precipitous decline in the number of senior secondary school students, who account for the lio...Desde 8,20 €