Esta web utiliza cookies técnicas, de personalización y de análisis, propias y de terceros, para anónimamente facilitarle la navegación y analizar estadísticas del uso de la web. Obtener más información
Resultados de búsqueda
-
Apple Pay, Teaching Note
Santana, Shelle; Gupta, SunilNota del Instructor HBS-517038-EMarketingTeaching note for case 516027.Desde 0,00 €
-
Super Bowl Storytelling, Teaching Note
Santana, Shelle; Avery, JillNota del Instructor HBS-520096-EMarketingTeaching note for case 519041.Desde 0,00 €
-
Membership Rewards from American Express
Santana, Shelle; Frei, Frances X.; Pickle, Lauren G.Caso HBS-518079-EMarketingCredit and charge card issuer American Express (Amex) had developed a strong reputation among consumers due in part to its Membership Rewards (MR) loyalty program, first established in 1991. Through MR, all Amex cardholders could accumulate and redeem "points" based on how much they spent, while customers with Amex's Gold and Platinum Cards received additional perks. By 2016, however, the U.S. credit card market had become increasingly competitiv...Desde 8,20 €
-
Chase Sapphire: Creating a Millennial Cult Brand, Teaching Note
Santana, Shelle; Avery, Jill; Snively, ChristineNota del Instructor HBS-518068-EMarketingTeaching note for case 518024.Desde 0,00 €
-
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 €
-
Chase Sapphire: Creating a Millennial Cult Brand
Santana, Shelle; Avery, Jill; Snively, ChristineCaso HBS-518024-EMarketingThe Inside the Case video that accompanies this case includes teaching tips and insight from the author (available to registered educators only). The launch of the Chase Sapphire Reserve credit card was enthusiastically received by Millennial consumers, a cohort that had previously eluded JPMorgan Chase and its competitors. With the one year anniversary of the launch approaching, managers are focused on retaining customers attracted by a one-tim...Desde 8,20 €
-
Super Bowl Storytelling
Santana, Shelle; Avery, JillCaso HBS-519041-EMarketingThe one day a year when consumers not only tolerate but actually eagerly anticipate ads is during the NFL's Super Bowl. In sharp contrast to their behavior on the other 364 days of the year, consumers watch an average of 89 commercials per Super Bowl game for an average of 46 minutes. Why are consumers willing to spend 3.5x more time watching commercials on the Super Bowl than on any other day of the year? Perhaps because they have come to expect...Desde 8,20 €
-
Apple Pay
Gupta, Sunil; Santana, Shelle; Rodriguez, Margaret L.Caso HBS-516027-EMarketingOn September 9, 2014, in front of a packed audience in Cupertino, CA, Tim Cook, the chief executive officer of Apple, announced the much anticipated launch of Apple Pay, "Our vision is to replace this [wallet] and we are going to start with payments." Cook then invited Eddy Cue, Apple's senior vice president of Internet Software and Services, to the stage to explain how Apple Pay would transform the mobile payments industry. He explained how Appl...Desde 8,20 €