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Brand Israel: Marketing in Crisis
Ilan Alon; Rommey Hassman; Meredith Lohwasser; Jennifer DugoshCaso IVEY-9B13A016-EDirección estratégica, MarketingIsrael had experienced great change since its founding in 1948 to become arguably the most prosperous nation in the Middle East. With the exception of the United States and more recently China, Israel had more companies listed on the NASDAQ than any other. It spent a larger percentage of its budget on research and development than any other country in the world. Multinational companies like Intel, Microsoft, Google, Cisco, Motorola, Mitsubishi, H...Desde 8,20 €
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Marks and Spencer Enters China
Jane Menzies; Ilan Alon; Jennifer DugoshCaso IVEY-9B12A036-EDirección estratégica, MarketingMarks and Spencer (M&S) had first ventured into international markets 70 years ago. By 2012, M&S had 337 stores in 41 countries. Although M&S saw itself as a U.K. retailer that exported its products, the company had been attempting to reduce its dependency on the U.K. economic cycle. Its goal was to increase international sales from £800 million to £1.0 billion by 2013/14. By 2020, M&S wanted to be an international, multi-channel retailer. When t...Desde 8,20 €
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The Espresso Lane to Global Markets - Teaching Note
Ilan Alon; Meredith LohwasserNota del Instructor IVEY-8B12M058-EDirección estratégica, MarketingTeaching note for product 9B12M058.Desde 0,00 €
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Branding Orlando For Global Competitiveness
Ilan Alon; Jennifer Dugosh; Meredith LohwasserCaso IVEY-9B12A043-EMarketingThe case considers the necessity for rebranding the city of Orlando, Florida, which has a brand known worldwide as a destination only for tourism and sunshine. However, the Greater Orlando Area not only houses many other promising industries including technology, defence and simulation but also has a diverse community and a trade scene with vast potential. Yet, why has Orlando not been recognized as a great place to conduct business? Why is its r...Desde 8,20 €
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The Espresso Lane to Global Markets
Ilan Alon; Meredith LohwasserCaso IVEY-9B12M058-EDirección estratégica, MarketingFounded in Trieste, Italy, Illy marketed a unique blend of coffee drinks in over 140 countries and in more than 50,000 of the world’s best restaurants and coffeehouses. The company wanted to expand the reach of its own franchised coffee bar, Espressamente, through international expansion. Potential markets included Brazil, China, Germany, Japan, India, the United Kingdom, and the United States. In 2012, the managing director of Espressamente knew...Desde 8,20 €
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Ruth's Chris: The High Stakes of International Expansion - Teaching Note
Ilan Alon; Allen H. KupetzNota del Instructor IVEY-8B06A34-EDirección estratégica, MarketingTeaching note for product 9B06A034.Desde 0,00 €
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Estimating Demand in Emerging Markets for Kodak Express
Ilan Alon; David M. CurrieCaso IVEY-9B11A026-EDirección estratégica, Iniciativa emprendedora, MarketingAn executive must estimate the demand for Kodak Express outlets in various developing countries based on socioeconomic and demographic data about the countries. The case requires students to think about how to transform data on a national scale (GDP per capita, population, income distribution) into a form that is meaningful for a managerial decision — here, the number of outlets that could be supported by a country’s market demographics. In this ...Desde 8,20 €
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Social Entrepreneurship and Sustainable Farming in Indonesia
Ilan Alon; Everlyne MisatiCaso IVEY-9B11A022-EDirección estratégica, Iniciativa emprendedora, MarketingOded Carmi was a social entrepreneur striving for a “green Bali.” He started Sari Organik as a model farm intended to grow according to market demands and to benefit the local community while serving as an educational centre for small-scale farmers in the region. Thirteen years later, the idea was not as well embraced as he had hoped. The case discusses some of the challenges the entrepreneur was facing as the founder and owner of Sari Organik fa...Desde 8,20 €
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Israeli Wines in China: Reaching for New Heights
Ilan Alon; Jennifer Dugosh; Meredith LohwasserCaso IVEY-9B14M006-EDirección estratégica, Iniciativa emprendedora, MarketingIn 2012, Golan Heights Wines wanted to take advantage of the Chinese market. In recent years, China had demonstrated incredible growth in the wine market. Consumers’ growing interest in wine products had made wineries and vineyards like Golan Heights hungry for entry. The CEO of Golan Heights Winery had gone to China with her products in 2009. She had chosen distributorships as the mode of entry because of their expertise and experience in the Ch...Desde 8,20 €
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Birzeit Pharmaceutical Company: Marketing from Palestine
Yara Asad; Ilan AlonCaso IVEY-9B10A027-EDirección estratégica, Iniciativa emprendedora, MarketingBirzeit Pharmaceutical Company (BPC), established in 1974, had successfully completed a number of mergers and had overcome challenges and development phases in order to secure a strong position in its local market, Palestine, as well as introduce a wide range of products in the export market. BPC’s continuous success, despite political instability and continuous restrictions on its growth and expansion, led the company to focus beyond its local p...Desde 8,20 €