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A Couple of Squares: E-Commerce Opportunities for Growth (B)
Dante Pirouz; Raymond Pirouz; Dina Ribbink; Emily Chen-BendleCaso IVEY-9B13A005-EIniciativa emprendedora, MarketingA small upscale bakery produces artisan-quality, hand-decorated cookies, generating $1 million in annual revenue. In the (A) case 9B13A004, the two co-owners investigate the role of pricing in driving growth for their business and allowing them to achieve several fundamental financial goals. In the (B) case, the partners explore the possibility of a website to drive direct-to-consumer sales on an e-commerce platform. The multimedia elements of th...Desde 5,74 €
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A Couple of Squares: Pricing for the Future (A)
Dante Pirouz; Raymond Pirouz; Dina Ribbink; Emily Chen-BendleCaso IVEY-9B13A004-EIniciativa emprendedora, MarketingIn 2012, small upscale bakery produces artisan-quality, hand-decorated cookies, generating $1 million in annual revenue. In the (A) case, the two co-owners investigate the role of pricing in driving growth for their business and allowing them to achieve several fundamental financial goals. In the (B) case 9B13A005, the partners explore the possibility of a website to drive direct-to-consumer sales on an e-commerce platform. The multimedia element...Desde 8,20 €
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DonorsChoose.org: Refining a Successful Brand
Allison Johnson; Emily Chen-BendleCaso IVEY-9B15A050-EDirección estratégica, Iniciativa emprendedora, MarketingMore than a decade after its launch, DonorsChoose.org is a successful, well-known and well-regarded charitable organization that supports U.S. public schools. Yet in the years since the organization’s inception, the charity environment has changed, leading the organization’s chief marketing officer to investigate how to further clarify the brand in a shifting space. The case centres on findings delivered by a branding agency regarding a possible ...Desde 8,20 €
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Better Homes & Gardens Real Estate: B2B and B2C Social Media Marketing
Raymond Pirouz; Emily Chen-BendleCaso IVEY-9B12A057-EDirección estratégica, Iniciativa emprendedora, MarketingThis case explores social media marketing as both business to business (B2B) and business to consumer (B2C) strategies. In spite of a challenging real estate environment, Better Homes and Gardens Real Estate (BHGRE) was launched in 2008 by Realogy Corporation, the largest franchisor of real estate brands in the world, to maintain and grow market share with a new type of real estate company centered around lifestyle. BHGRE has grown rapidly and ha...Desde 8,20 €
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MediaMath: Positioning a Real-Time Interface for Online Media Planning & Buying
Raymond Pirouz; Emily Chen-BendleCaso IVEY-9B13A014-EIniciativa emprendedora, MarketingMediaMath is a demand-side platform that provides a single interface from which online media buyers can buy display media advertising from multiple advertising exchanges. The company’s chief executive officer is contemplating the strategic direction of his new business after its first full year of operation. Specifically, he needs to determine which clients he should most actively pursue and how that decision will affect the strategic direction o...Desde 8,20 €