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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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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 €