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Godiva Japan: Think Local, Scale Global
Deshpande, Rohit; Cekin, Esel; Kanno, AkikoCaso HBS-517056-EMarketingThis case tracks Jerome Chouchan's strategies and execution for a successful turn around of Godiva Japan's operations which was experiencing a decline in sales when he became the managing director of the company in 2010. Through various initiatives and innovations, Godiva Japan had targeted a variety of demographic segments in different sales points, acquired new customers and created a moment of luxurious consumption for all ages. Accordingly, w...Desde 8,20 €
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Rebranding Godiva: The Yildiz Strategy
Deshpande, Rohit; Cekin, EselCaso HBS-515059-EMarketingThis case concerns Yildiz Holding's acquisition of Godiva Chocolatier from its previous owner, Campbell Soup, and its strategy in preserving Godiva's "made in Belgium" brand position. Provenance Paradox, a problem faced by companies in emerging countries trying to establish their brands in developed markets, had not become a problem for Yildiz Holding. After patiently waiting five years and seeing the company not performing as desired, Murat lk...Desde 8,20 €
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Garanti Payment Systems: Digital Transformation Strategy (A)
Santana, Shelle; Cekin, EselCaso HBS-519014-EMarketingI l Akdemir Evlio lu, executive vice president of marketing at Garanti Payment Systems (GPS), a subsidiary of Garanti Bank, is grappling with three questions. First, should GPS create its own mobile app for credit card customers or leverage the bank's already successful mobile banking app? Second, if a separate app was developed, then who should manage it? GPS managed the bank's credit card business and was as a separate entity, but the bank'...Desde 8,20 €
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OPET: Precision Marketing in Uncertain Times
Lal, Rajiv; Cekin, Esel; Kuzucu, ErenCaso HBS-516087-EMarketingDuring Timucin Guler's decade at OPET, a prominent fuel distributor in Turkey, he transformed the definition of marketing in the company. Under Guler's lead, OPET, once a local player in the downstream distribution market, became the second largest fuel distributor in Turkey. As assistant general manager, Guler had paved the way for customer-oriented marketing, which helped OPET differentiate itself in the market and become fiercely competitive. ...Desde 8,20 €