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Amazon y mybabyallergy.com: Decisiones de e-commerce para una start-up
Jané, JoanCaso P-1172Análisis de decisiones, Dirección estratégica, Marketing, Servicios y operacionesLa entrada en Amazon suele actuar como un auténtico revulsivo para el negocio de cualquier empresa, ya que las ventas tienden a dispararse. Pero también es verdad que implica contrapartidas que no se pueden pasar por alto. Amazon, líder indiscutible en la venta online de todo tipo de productos, se ha convertido en una plataforma única para el posicionamiento y el desarrollo comercial de miles de compañías. Especialmente, para las de menor tamaño,...Desde 8,20 €
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Amazon and mybabyallergy.com: E-commerce Decisions for a Retail Start-Up
Jané, JoanCaso P-1172-EAnálisis de decisiones, Dirección estratégica, Marketing, Servicios y operacionesGoing on Amazon usually acts as a real spur for any firm's business, since sales tend to shoot up. But it is also true that it involves downsides that cannot be overlooked. Amazon, the undisputed leader in online sales of all kinds of products, has become a unique platform for the positioning and sales development of thousands of companies-especially for smaller firms, with a shorter track record or fewer resources available to promote their prod...Desde 8,20 €
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Semir's E-Commerce: Success and Exploration
Juan Shan; William Wei; Xiaojia Sunny WangCaso IVEY-9B18A019-EDirección estratégica, MarketingZhejiang Semir E-Commerce Co. Ltd., the online subsidiary of Chinese casual clothing company Zhejiang Semir Group Co. Ltd. (Semir), grew continuously from its launch in 2012 to become a main contributor to Semir’s success, contributing approximately 30 per cent of Semir’s annual revenue by 2016. Semir entered the online market relatively late after many competing Chinese clothing manufacturers had already established their presence online. Yet it...Desde 8,20 €
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Hindustan Unilever Mulls Over E-grocery Market Option
Sandeep Puri; Manjusha Subramanian; Abhinav GrandhiCaso IVEY-9B15A054-EDirección estratégica, MarketingThe prospect of online grocery (e-grocery) shopping has generated a substantial amount of interest. Many fast-moving consumer goods companies have entered this potential market, and Hindustan Unilever Limited (HUL) is contemplating building its own e-grocery platform. However, e-grocery firms have yet to develop a business model that can consistently deliver profits while also creating value for customers. HUL needs to assess the potential barrie...Desde 8,20 €
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Hindustan Unilever Mulls Over E-grocery Market Option (Spanish version)
Sandeep Puri; Manjusha Subramanian; Abhinav GrandhiCaso IVEY-9B15AS054Dirección estratégica, MarketingThe prospect of online grocery (e-grocery) shopping has generated a substantial amount of interest. Many fast-moving consumer goods companies have entered this potential market, and Hindustan Unilever Limited (HUL) is contemplating building its own e-grocery platform. However, e-grocery firms have yet to develop a business model that can consistently deliver profits while also creating value for customers. HUL needs to assess the potential barrie...Desde 8,20 €
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In E-Commerce, More Is More
Eisingerich, Andreas B.; Kretschmer, TobiasArtículo HBS-F0803B-EMarketingMost managers believe that filling their websites with a broad array of information diverts attention from their company's core offerings. A new global study, however, has revealed just the opposite: that such information increases customer engagement. The research also shows that exploiting consumers' desire for engagement is the strongest predictor of superior shareholder value for e-commerce companies.Desde 8,20 €
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E-Cigarettes: Marketing Versus Public Health
Quelch, John A.; Rodriguez, MargaretCaso HBS-514059-EMarketingTo maximize their effectiveness, color cases should be printed in color. Electronic cigarettes (e-cigarettes) were heralded by some as a healthcare game changer, enabling smokers to switch to a new product which carried lower risk of cancer. However, there were concerns about the public health risk of e-cigarettes, particularly the chance that teens would easily develop nicotine addictions from smoking the fruit-flavored products. Manufacturers a...Desde 8,20 €
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Exima Agro-Industrial Holdings
Bell, David E.; McLoughlin, Damien P.Caso HBS-513062-EMarketingTo maximize their effectiveness, color cases should be printed in color.Desde 8,20 €
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E-Public Relations
Villanueva, Julian; Ferrándiz, Luis; Balmaseda, CarmenNota técnica MN-402MarketingEl concepto de relaciones públicas digitales es relativamente reciente y se define como el uso estratégico y planeado de herramientas y tecnologías basadas en Internet y en los nuevos medios, para construir y mantener un diálogo (comunicación bidireccional) entre la organización y sus públicos. La función de las relaciones públicas (RR. PP.), tal y como la conocíamos, se enfrenta a un nuevo desafío: adaptarse adecuadamente a las nuevas exigencia...Desde 8,20 €
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Are You Ready for E-tailing 2.0? (Spanish version)
Hemp, PaulArtículo HBS-F0610FMarketingE-commerce is shifting--from making purchases online to going shopping online, a social experience in which people interact in a 3-D Web space.Desde 8,20 €