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Magic Markers (B): Managing Credibility in Social Media
Liliana Lopez Jimenez; Matthias A. TietzCaso IVEY-9B18M025-EDirección estratégica, Iniciativa emprendedoraSupplement for product 9B18M024.Desde 5,74 €
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Mi Tiendecita de Moda: Selling Fashion Through Facebook in Peru
Matthias A. Tietz; Susan Calderón UrbinaCaso IVEY-9B15M065-EDirección estratégica, Iniciativa emprendedoraA young Peruvian MBA graduate, who previously had worked in international marketing firms, founded an online fashion store and has been selling North American fashion products through Facebook, personal sales events and pop-up stores. The business has been growing profitably with an increasing customer base, overcoming initial supply side issues. Three years after the launch, however, the personal approach to satisfy each customer, a stronghold o...Desde 8,20 €
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Magic Markers (A): Growing a Whiteboard Animation Company
Liliana Lopez Jimenez; Matthias A. TietzCaso IVEY-9B18M024-EDirección estratégica, Iniciativa emprendedoraIn 2013, two entrepreneurs founded Magic Markers, a whiteboard animation company in Bogotá, Colombia, with the mission of gracefully explaining complex issues to interested audiences. The (A) case describes how the company experienced unanticipated growth after one of its videos went viral. The two founders faced several challenges and needed to quickly learn how to manage their growing business. Human resources issues proved to be particularly t...Desde 8,20 €