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INSITE: Simplified Big Data
Sendagorta, Paloma; Gallo, Iñigo; Jiang Wang, ÁngelaCaso M-1384-EMarketingInsite is a customer business intelligence software developed by a European consulting company. The Iberia branch has had poor results during 2020. Of particular concern to the manager is the number of demos that are offered to potential clients: demos granted by the sales team have increased, while sales have decreased. Management has to review the process for granting demos. In particular, the case presents three such decisions: clients who are...Desde 8,20 €
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INSITE: la simplificación del big data
Sendagorta, Paloma; Gallo, Iñigo; Jiang Wang, ÁngelaCaso M-1384MarketingInsite es un programa de software de inteligencia comercial orientada al cliente desarrollado por una empresa de consultoría europea. La división de la península ibérica obtuvo malos resultados en 2020. Al director le preocupa especialmente el número de demos que se ofrecen a los clientes potenciales: las demos concedidas por el equipo de ventas han aumentado, mientras que las ventas han disminuido. La dirección debe replantearse el proceso de co...Desde 8,20 €
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Banorte M vil: Data-Driven Mobile Growth
Israeli, Ayelet; Larangeira, Carla; Cal, MarianaCaso HBS-520068-EMarketingIn mid-2019, Carlos Hank, was deliberating over the results for Banorte M vil - the mobile application for Banorte, Mexico's most profitable and second-largest financial institution. Hank, who had been appointed as Banorte s Chairman of the Board in January 2015, had overseen Banorte's transformation (and multi-million-dollar investment) from a product and client volume-focused bank into a customer-centric, technology and data-driven organizati...Desde 8,20 €
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A&M/Octone Records: All Rights or Nothing
Elberse, Anita; Ofek, Elie; Kelleher, CarenCaso HBS-511031-EMarketingIn April 2008, after successfully transitioning Octone Records to Universal Music Group and relaunching the label as A&M/Octone Records, president and chief executive officer James Diener is facing a new challenge. Diener and his executive team have trouble convincing a new, promising act, Paper Tongues, to join A&M/Octone on a so-called all-rights deal, which specified that the label would receive a percentage of all of the artist's revenue stre...Desde 8,20 €
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CJ E&M: KCON Goes Global
Ofek, Elie; Norris, MichaelCaso HBS-517083-EMarketingIn January of 2017, CJ Entertainment & Media (E&M) proudly announced that it will be holding its first ever KCON in Mexico City just two months later. CJ Group Chairman Jay Lee and Vice Chairwoman Miky Lee are pleased at the progress that KCON, a Korean-oriented music and cultural convention, has made since its debut in LA in 2012. In the years since 2012, the event has been held every year in LA, and has recently also taken place in New York, To...Desde 8,20 €
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M rieux NutriSciences: Marketing Food Safety Testing
Quelch, John A.; Rodriguez, Margaret L.Caso HBS-516024-EMarketingDesde 8,20 €
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CJ E&M: Creating a K-Culture in the U.S., Teaching Note
Ofek, Elie; Norris, MichaelNota del Instructor HBS-516022-EMarketingThis teaching note is intented to help instructors with running a class discussion for the case "CJ E&M: Creating a K-Culture in the U.S.". It contains several areas of analysis and discussion that provide guidance to instructors on how to use the case in order to expose students to the topics of international marketing, leveraging event marketing as a form of communication (from organizer as well as sponsor perspectives), and devise a marketing ...Desde 0,00 €
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CJ E&M: Creating a K-Culture in the U.S.
Ofek, Elie; Kim, Sang-Hoon; Norris, MichaelCaso HBS-515015-EMarketingBuoyed by the success of K-pop music and K-drama television shows in Asian countries, Jay Lee, Chairman of the South Korean conglomerate CJ Group, believed that the time was ripe for taking Korean cultural content to the West. One initiative, carried out by the Group's Entertainment & Media (E&M) division, was a daylong fan convention, called 'KCON' , that was held in Irvine CA in October 2012 and which featured various Korean cultural elements, ...Desde 8,20 €
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M rieux NutriSciences: Marketing Food Safety Testing, Teaching Note
Quelch, John A.Nota del Instructor HBS-516061-EMarketingTeaching note for case 516024.Desde 0,00 €
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Pepsi-Cola España - 1994
Iniesta, Francisco; Pons, J. M.Caso M-1042MarketingA finales de marzo de 1994, los ejecutivos de Pepsi-Cola España decidieron repasar los hechos de los últimos tres años, posiblemente el periodo de mayor intensidad en términos de competencia en el mercado español de los refrescos. Pretendían evaluar las acciones de marketing realizadas durante dicho periodo, sobre todo el lanzamiento de los nuevos productos y su estrategia publicitaria.Desde 8,20 €