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Zespri Grows
Bell, David E.; Kindred, NatalieCaso HBS-519047-EMarketingControlling about a third of global kiwifruit exports by volume and nearly half by value in 2018, Zespri was a grower-owned "corporatized cooperative" with the exclusive right to export New Zealand-grown kiwifruit (except to Australia). Zespri did not grow fruit, but rather managed an integrated marketing system across the value chain. This coordinated structure enabled Zespri to control quality, build a brand, and command premium prices in expor...Desde 8,20 €
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Zespri Grows, Teaching Note
Bell, David E.; Masko, JohnNota del Instructor HBS-519069-EMarketingTeaching note for case 519047.Desde 0,00 €
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Queensland Sugar Limited
Bell, David E.; Shelman, MaryCaso HBS-508038-EMarketingUntil industry deregulation in 2006, Queensland Sugar ran Australia's single desk marketing system for raw sugar exports. Since deregulation, eight of the ten Queensland sugar millers have elected to continue collective marketing through QSL. However, several millers are threatening to leave the group and market on their own. Their primary objection is to QSL's board structure, which is currently divided equally between millers, growers, and inde...Desde 8,20 €
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Rodan + Fields Dermatologists
Narayandas, Das; Roberts, Michael; Kind, LizCaso HBS-513067-EMarketingThe case focuses on issues involved in managing the direct multilevel marketing sales consultants who sell R+F skin care products. The company is trying to better manage the inconsistent and highly variable recruitment behavior of the sales force i.e., the degree to which existing consultants recruit new consultants. The company utilizes a range of periodic incentives for recruitment, but hopes to build a system of salesforce compensation and man...Desde 8,20 €
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Ashby Pharmaceuticals
Muñoz-Cobo, Diego; Villanueva, JulianCaso M-1208-EMarketingJames Conica had just been appointed new sales director of the company Ashby Pharmaceuticals, which sold pharmaceutical products. His task was to substantially improve the performance of the sales force, which according to company director Ian Thompson, had ample scope for improvement.Desde 8,20 €
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TaKaDu, Teaching Note
Ofek, Elie; Preble, MatthewNota del Instructor HBS-514083-EMarketingTeaching Note for 514011.Desde 0,00 €
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Otago Museum
Ralph W. Adler; Jing SongCaso IVEY-9B10B007-EContabilidad y control, Dirección estratégica, Liderazgo y Dirección de personas, MarketingIn existence since 1868, the non-profit Otago Museum in New Zealand had undergone several changes and expansions during its history and was regarded as curator of a broad-based collection of Maori and South Pacific artifacts. In January 2010, the Otago Museum's chief financial officer (CFO) was instructed by the museum's chief executive officer (CEO) to create a balanced scorecard (BSC) for the museum. The current CEO had brought a sense of custo...Desde 8,20 €
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Rebranding Gallagher
Deshpande, Rohit; Wong, Keith Chi-hoCaso HBS-511098-EMarketingSteve Tucker, the Deputy CEO of Gallagher Group Limited (GGL), the world's largest electric fence company, was about to present a new branding strategy to the company's senior managers and Bill Gallagher, Jr., CEO. After spending more than 18 months with brand consultants, Tucker devised an umbrella brand strategy that would instill a uniform brand across all three business units: Animal Management Systems, Security Management Systems, and Fuel P...Desde 8,20 €
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Salty Snacks
John DawesEjercicio IVEY-9B10A015-EMarketingThe Salty Snacks case is a data analysis exercise using Excel. The case uses real data from a consumer goods panel. It presents the student with a table of purchase duplications for a set of salty snack brands, and the student's task is to identify the competitive structure of the market, that is, which brands compete more intensely with each other. The task is similar to what brand managers in consumer goods companies face on a regular basis. Th...Desde 8,20 €
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TaKaDu
Ofek, Elie; Preble, MatthewCaso HBS-514011-EMarketingIn December 2012, Amir Peleg, founder and CEO of TaKaDu, reflected on how to position his young firm for the next fiscal year and beyond. The small Israeli startup had developed an innovative software system that used patented algorithms and statistical analysis to detect problems such as leaks, bursts, and faulty equipment within a water utility's infrastructure. Such problems caused significant water and energy loss at many utilities, led to se...Desde 8,20 €