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Hatsu: From Start-up to Megabrand
Enrique Ramirez R.; Angela Gil; Camilo FernandezCaso IVEY-W25423-EIniciativa emprendedora, MarketingThe Hatsu brand of tea beverages and healthy food products emerged from the idea of two Colombian entrepreneurs in 2010 and evolved, in just over five years, to capture the interest of the leading company in the Colombian beverage market, Postobón SA (Postobón), which acquired it. In this context, Hatsu faced the challenge of consolidating itself in the tea beverage market while also venturing into other product categories (e.g., cereal bars, nut...Desde 8,20 €
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Diana Uribe: Fighting the Viral Spread of Fake News (Spanish Version)
Liliana Lopez JimenezCaso IVEY-9B18MS123Dirección estratégicaOn August 31, 2016, a well-respected and highly influential cultural broadcaster and entrepreneur in Colombia was the subject of a fake news attack. A message started spreading over the WhatsApp messaging service wrongfully attributing to her a vociferous statement opposing the Colombian peace-making process. On September 2, 2016, she produced a disconfirming video, in which she made it clear that the statement was not written by her; that it did...Desde 8,20 €