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Mission Impossible: Measuring Social Media Return on Investment
Miranda R. Goode; Daniel SamoshCaso IVEY-9B12A015-EIniciativa emprendedora, MarketingIn August 2011, the digital strategist at Online Advertisers, a small digital media company (web development, affiliate marketing, and social media management), was faced with finalizing a value proposition for a new social media marketing division, Online Advertisers Social. Online Advertisers was a creativity-driven company. Data and analytic capabilities were generally not the reason why clients worked with Online Advertisers. Online Advertise...Desde 8,20 €
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Parle-G
Miranda R. Goode; Ramasastry ChandrasekharCaso IVEY-9B10A022-EDirección estratégica, MarketingIn 2009, Parle Products Pvt. Limited (Parle), a leading Indian biscuit manufacturer, had the distinction of producing the largest selling glucose biscuit brand by volume in the world, the Parle-G. Parle-G biscuits sold for approximately US$1 per kilogram and as very few processed and ready-to-eat foods were available at this price point, Parle-G was strongly associated with offering value for money (VFM). A looming problem in this brand category ...Desde 8,20 €
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DOUGH T.O: A Sweet Expansion Opportunity - Teaching Note
Miranda R. Goode; Shivani PradhanNota del Instructor IVEY-8B20A082-EMarketingTeaching note for product 9B20A082.Desde 0,00 €
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Strategic Planning at Apple Inc.
Kyle Murray; Miranda R. Goode; Fabrizio Di MuroCaso IVEY-9B09A026-EDirección estratégica, MarketingApple Inc. is one of the world's most successful and most recognizable companies. Over its 30 year existence, the company had seen a lot of changes in the computer industry. What would the future hold for the computer giant in a rapidly changing world? How should the company allocate resources between its more traditional offerings (computers) and its newer products (iPods, iPhones, Apple TV, etc.) in order to maintain and improve its market posi...Desde 8,20 €
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Aspire Food Group: Marketing a Cricket Protein Brand - Teaching Note
Miranda R. Goode; Emily MoscatoNota del Instructor IVEY-8B20A071-EMarketingTeaching note for product 9B20A071.Desde 0,00 €
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DOUGH T.O: A Sweet Expansion Opportunity
Miranda R. Goode; Shivani PradhanCaso IVEY-9B20A082-EIniciativa emprendedora, MarketingIn early 2020, the co-founders of DOUGH T.O, an entrepreneurial venture launched in Toronto, Canada, were evaluating several expansion options. Since its founding in 2017, the brand had expanded its edible cookie dough business from its original pop-up moDesde 8,20 €
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All or Nothing Brewhouse: Managing Beer Brands - Teaching Note
Miranda R. Goode; Ken MarkNota del Instructor IVEY-8B19A015-EMarketingTeaching note for product 9B19A015.Desde 0,00 €
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Multinational Beverage Inc.: An Orange Juice Dilemma- Teaching Note
Miranda R. Goode; Jessica MylesNota del Instructor IVEY-8B20A057-EMarketingTeaching note for product 9B20A057.Desde 0,00 €
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Mixtape Social: Building Brands for Athletes and Companies - Teaching Note
Miranda R. Goode; Ken MarkNota del Instructor IVEY-8B19A012-EMarketingTeaching note for product 9B19A012.Desde 0,00 €
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All or Nothing Brewhouse: Managing Beer Brands
Miranda R. Goode; Ken MarkCaso IVEY-9B19A015-EIniciativa emprendedora, MarketingTwo entrepreneur brothers purchased Trafalgar Ales, Meads and Distillery, a brewery with 19 active individual beer brands, each generating a small amount of sales. The brothers' purchase came at a time when they were transitioning from a contract brewer—a brand that outsources the actual production to another firm—to a production brewer. The challenge for the entrepreneurs was to determine how to manage their stable of brands for the future. Traf...Desde 8,20 €