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Managing Multi-Media Audiences at WHDH (Boston)
Teixeira, Thales S.; Rangan, V. KasturiCaso HBS-515037-EMarketingWHDH's Channel 7 News rose to the #1 position in Boston-area news broadcasting through its embrace of an innovative format and affiliating with NBC. Since the early 2000s, however, other news programs had copied their format, and young audiences had begin to use the Internet to get their news, dramatically cutting ratings and ad revenue. Station owner Edmund Ansin and general manager Chris Wayland faced a choice of whether to use the TV news to p...Desde 8,20 €
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The Emerging Arena: An Agenda for Developing and Executing Strategy in Emerging Markets
Khanna, Tarun; Palepu, Krishna G.Capítulo de Libro HBS-5913BC-EDirección estratégicaEmerging markets have garnered news headlines and have figured prominently in the strategies of companies and investment funds of all kinds. Many of these markets are already among the world's largest economies and are poised to be critical drivers of the global economy in coming decades. How can your company ensure that it makes the right strategic choices when it comes to doing business in emerging markets? In the final chapter of their book "W...Desde 8,20 €
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El Sistema, Teaching Note
Khanna, Tarun; Miguel, FernandaNota del Instructor HBS-718476-EIniciativa emprendedoraTeaching note for case 816052.Desde 0,00 €
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Bharti Tele-Ventures, Teaching Note
Khanna, Tarun; Palepu, Krishna G.Nota del Instructor HBS-707467-EDirección estratégicaTeaching note to 704426.Desde 0,00 €
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Narayana Hrudayalaya Heart Hospital: Cardiac Care for the Poor, Teaching Note
Khanna, Tarun; Rangan, V. KasturiNota del Instructor HBS-510107-ETeaching Note for [505078].Desde 0,00 €
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Sex, Drugs, and Rock 'n Roll: The MTV Approach to Tackling HIV/AIDS, Teaching Note
Khanna, Tarun; Bloom, David E.; Bloom, Sonali R.Nota del Instructor HBS-709454-ETeaching Note for [709429].Desde 0,00 €
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Groupon for Local Businesses
Teixeira, Thales S.; Kornfeld, LeoraCaso HBS-514047-EMarketingLocal businesses' experiences with using Groupon to promote themselves ran the gamut of roaring success to absolute failure. Why is there such a large range in outcomes for firms that used daily deal sites such as Groupon? This case examines the effectiveness of online daily deal sites from the point of view of local businesses.Desde 8,20 €
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Estrategias publicitarias que aumentan las ventas online
Teixeira, Thales S.Artículo ART-2643Conocimiento y comunicación, Innovación y cambio, MarketingHoy, los consumidores son ávidos usuarios multitarea que se conectan a Internet con dispositivos digitales mientras ven la televisión. Los anuncios más cortos han reducido tanto la calidad como la cantidad de la atención del consumidor durante el prime time. En este nuevo entorno mediático, ¿sigue siendo la televisión un medio eficaz para promocionar productos y servicios? Basándose en su estudio, el autor concluye que esta no ha perdido f...Desde 8,20 €
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The Paradox of Samsung's Rise
Khanna, Tarun; Song, Jaeyong; Lee, KyungmookArtículo HBS-R1107N-EDirección estratégicaTwenty years ago, few people would have predicted that Samsung could become a world leader in R&D, marketing, and design. Fewer still would have predicted success given the path it has taken: grafting Western business practices onto its essentially Japanese model. Like today's emerging giants, Samsung faced a paradox: The tightly integrated business system that worked in its home market could not secure its future in global markets. So into an or...Desde 8,20 €
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From TV to Web: Content Strategies for Ads That Drive Online Sales
Teixeira, Thales S.Artículo ART-2643-EConocimiento y comunicación, Innovación y cambio, MarketingConsumers have become avid media multitaskers, moving seamlessly between their TVs and digital devices. Shorter TV commercials have reduced both the quantity and quality of consumer attention during prime-time viewing hours. In this new media environment, can TV advertising remain an effective means of promoting and selling products and services? In this article, the author draws upon his research to argue that TV advertising remains a powerful v...Desde 8,20 €