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Burberry
June Cotte; Marta JarosinskiCaso IVEY-9B14A014-EDirección estratégica, MarketingIn 2006, Burberry appointed a new chief executive officer (CEO) with many years of experience in senior positions in the fashion and luxury industries. Though Burberry had enjoyed continued year over year growth, the sales growth was not on par with the growth seen within the personal luxury industry. Big changes within Burberry were expected to come as the new CEO took the reins in July 2006. What were the transformations and changes that Burber...Desde 8,20 €
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Lumni Inc.: Improving Society In A Sustainable Way - Teaching Note
Luis Felipe Martí Borbolla; José Alfredo Walls Gómez; June CotteNota del Instructor IVEY-8B18M011-EDirección estratégicaTeaching note for product 9B18M011.Desde 0,00 €
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Clearwater Seafoods - B2C in China
June Cotte; Ramasastry ChandrasekharCaso IVEY-9B13A025-EDirección estratégica, MarketingClearwater Seafoods, a Canadian shellfish enterprise, has four decades of experience in business-to-business (B2B) marketing. It harvests seafood, processes it and markets it in bulk to large restaurant chains worldwide. The company wants to pursue growth by marketing seafood directly to individual consumers (B2C) in China. The transition from B2B to B2C raises three fundamental questions. How can the company develop and deploy a go-to-market bus...Desde 8,20 €
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Kering: Luxury in the Digital World
Marta Jarosinski; June CotteCaso IVEY-9B14A045-EDirección estratégica, MarketingSince 2005, the chief executive officer of Kering, a conglomerate headquartered in Paris, has successfully streamlined the company’s business strategy to concentrate on luxury goods and sporting and lifestyle brands —including Gucci, Yves St-Laurent, Stella McCartney, Alexander McQueen and Balenciaga, among others — through selling off non-related businesses. By 2012, the company was more focused than ever before but was sluggish in one key aspec...Desde 8,20 €
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Canada Goose: The South Korea Opportunity
June Cotte; Jesse SilvertownCaso IVEY-9B11A036-EDirección estratégica, MarketingCanada Goose was a Canadian maker of high-end winter outdoor clothing that was available in 40 countries. The company’s CEO was considering entering the South Korean market, which would entail resolving several problems. There were distributor complications, and it was unclear which style of jacket to sell to the new customer groups. Finally, deciding how to position Canada Goose in order to reach the two target groups for Canada Goose in South K...Desde 8,20 €
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Gucci’s Turnaround: Repositioning and Rebuilding the Company
June Cotte; Jessica ZhangCaso IVEY-9B18A056-EDirección estratégica, MarketingIn 2014, Guccio Gucci SpA (Gucci), a flagship brand of the Kering group, was struggling with its operating profit and human resources. By December 2014, the company had experienced three consecutive quarters of declining profits. In addition to the company’s financial issues, its president and chief executive officer (CEO) and its creative director had abruptly left the company. On January 15, 2015, a new CEO took over and faced several decisions...Desde 8,20 €
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Lumni Inc.: Improving Society In A Sustainable Way
Luis Felipe Martí Borbolla; José Alfredo Walls Gómez; June CotteCaso IVEY-9B18M011-EDirección estratégicaIn June 2017, a journalist was preparing a major news story about Lumni Inc. (Lumni), a company that he wanted to profile in the next issue of his Mexico City–based magazine. Lumni's mission was essentially a social one: to improve the conditions, access, and quality of higher education for young students, especially in Latin America. However, although its mission was originally non-profit, Lumni was not considered a non-governmental organization...Desde 8,20 €
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Burberry's New Challenges
June Cotte; Marta JarosinskiCaso IVEY-9B17A014-EDirección estratégica, MarketingIn 2014, Burberry’s new chief executive officer was facing a changing environment and digital disruption in the luxury fashion industry. The Burberry brand image had improved considerably over the past decade. However, several changes within the fashion wDesde 8,20 €
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Line Corporation: Business Portfolio Management and Product–Market Expansion - Teaching Note
Zhe Zhang; June Cotte; Jessie Xiangliang LiuNota del Instructor IVEY-W34197-EDirección estratégica, MarketingTeaching note for product W34196.Desde 0,00 €
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Line Corporation: Business Portfolio Management and Product–Market Expansion
Zhe Zhang; June Cotte; Jessie Xiangliang LiuCaso IVEY-W34196-EDirección estratégica, MarketingLINE Corporation was started in 2000 as a local company in Japan focused on developing a mobile communication application. It later expanded its reach to operate a wide range of products and services in various markets including retail, entertainment, financial technology, and artificial intelligence. LINE Corporation was operating in two global markets—Asia and North America—with its top four strategic business units. The LINE mobile messaging a...Desde 8,20 €