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Rituals: Enrich Your Life
Nueno, José Luis; del Castillo J.I.Caso M-1176-EMarketing, Tecnologías de la informaciónRituals, an innovative concept in the area of home and body cosmetics, was born within the European Home and Personal Care (HPC) division of Unilever. In 2003 the company faced several challenges as it prepared to roll out its brand to other European nations, reconsider its distribution channels or find financial resources or partners to boost growth. The case first describes the creative process behind the build-up of the Rituals brand and the c...Desde 8,20 €
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Rebranding DSM: Creating Sustainable Shared Value
Steve Muylle; Niraj DawarCaso IVEY-9B15A039-EDirección estratégica, MarketingDSM, a global life sciences, business-to-business company, is in the midst of a massive multi-year corporate rebranding exercise to incorporate the concept of creating sustainable shared value. With few precedents in this industry, the company must develop its own processes and implementation. Students are challenged to define the next steps in the rebranding, including the promotion of DSM’s sustainability positioning as its key differentiator....Desde 8,20 €
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Philips Healthcare: Marketing the HealthSuite Digital Platform, Teaching Note
Quelch, John A.Nota del Instructor HBS-515113-EMarketingTeaching note for case 515052.Desde 0,00 €
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Disrupting the Meat Industry: Tissue Culture Beef
Alvarez, Jose B.; Preble, MatthewCaso HBS-515001-EMarketingDr. Mark Post and his team at Maastricht University were perfecting their tissue culture beef product-made entirely from muscle grown in his lab-to give it the same taste, texture and appearance of a traditional beef hamburger. A previous iteration of this product had been taste tested live, with good results, and Sergey Brin, a co-founder of Google, had provided Post with much of the funding to make the burgers. The next step was to form an inde...Desde 8,20 €
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Tony’s Chocolonely: Taking On “Big Cocoa” and West African Child Slavery in the Supply Chain
Ram SubramanianCaso IVEY-W27672-EDirección estratégica, MarketingOn February 16, 2021, Slave Free Chocolate removed Tony’s Chocolonely (Tony’s), a chocolate company based in Amsterdam, the Netherlands, from its “Ethical Chocolate Companies” list due to Tony’s association with Barry Callebaut, a cocoa processor associated with child slavery in West Africa. Tony’s, a B Corp-certified company whose founding mission was to eradicate child slavery from the cocoa supply chain, had to address its public removal from ...Desde 8,20 €
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Toon: Enecos's Smart Platform for Selling Less Energy to the Home
Steve Muylle; Niraj DawarCaso IVEY-9B18A065-EDirección estratégica, MarketingEneco Group, the second largest utility company in the Netherlands, launched a smart thermostat, Toon, that served as a platform for energy management services. Toon quickly became the gold standard for smart homes in the Netherlands. In January 2017, top management needed to discuss the strategic priorities to keep Toon’s lead and hold off the competition.Desde 8,20 €
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Caesar IT Services: Marketing Multiple Value Propositions in One Firm
Stremersch, Stefan; Bellezza, SilviaCaso M-1227-EMarketing, Servicios y operacionesCaesar, a professional IT services firm, has competed in the Dutch IT market since 1993. Its initial value proposition was providing its customers with qualified human capacity at a low hourly or daily rate (often referred to as "body-shopping"). To escape the increasing commoditization of this type of service, the company formulated a new value proposition in 2003, so called TimeValue projects, consisting of the delivery of complete IT projects,...Desde 8,20 €
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Rabobank Corporate Netherlands: Turning the Smartphone into an Engine of Bottom-Line Growth
Stremersch, Stefan; Camacho, NunoCaso M-1286-EMarketingSet in late 2011, this case study enables the discussion of a bank's possibilities to develop new business amid drastic technological and macroeconomic changes promising to revolutionize the whole payment value chain. In particular, several emerging technologies - such as near-field communication (NFC) - promised to turn mobile payments into a trillion-dollar industry in a period of less than five years. The case invites students to step into the...Desde 8,20 €