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Kraft Heinz: The $8 Billion Brand Write-Down
Avery, JillCaso HBS-519076-EMarketingOn Friday, February 22, 2019, following an unexpected and disappointing earnings report, The Kraft Heinz Company's stock price fell 27%, wiping out $16 billion in market value. CEO Bernardo Hees had announced that the company had taken a $15.4 billion asset write-down, that the company would be cutting its annual dividend from $2.50 to $1.60 and that it was under SEC investigation for accounting irregularities related to its procurement process. ...Desde 8,20 €
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Kraft Heinz: The $8 Billion Brand Write-Down, Teaching Note
Avery, JillNota del Instructor HBS-520114-EMarketingTeaching note for case 519076.Desde 0,00 €
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Shiseido: Reinvesting in Brand
Avery, Jill; Sato, NobuoCaso HBS-519026-EMarketingShiseido was in the midst of a six year corporate turnaround, trying to reverse the effects of decades of under-investment in R&D and marketing which had led to a cycle of declining customer support and brand value. Would the CEO's VISION 2020 plan, centered on four strategies: 1.) increasing R&D spending from 1.8% to 3% of sales, 2.) investing an incremental 120 billion in brand-building marketing, 3.) moving to a "think global-act local" matr...Desde 8,20 €
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Is Your Company Ready for HEROes: Creating a Culture That Fosters Employee-Driven Innovation Using Social Technologies
Bernoff, Josh; Schadler, TedCapítulo de Libro HBS-7035BC-EBuilding a company powered by employee HEROes-Highly Empowered and Resourceful Operatives-is hard. Empowered workers are not enough; they can succeed only in a culture that encourages them and allows them the technical resources they need. In this chapter, authors Josh Bernoff-coauthor of "Groundswell"-and Ted Schadler suggest two questions that can help you determine whether your company's workers demonstrate the qualities that enable HEROes to ...Desde 8,20 €
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Helping the Groundswell Support Itself: The Payoff to Your Business of Enabling Customers to Support Each Other Using Social Technologies
Li, Charlene; Bernoff, JoshCapítulo de Libro HBS-8349BC-ECustomer service call centers cost companies billions of dollars to run. Online support and outsourcing can help, but often at the cost of alienating customers. Now, the groundswell-the vast and ever-expanding community of social technology users-has given customers a whole new source of support: each other. And all you have to do is get out of the way. In this chapter, social media strategy leaders Charlene Li and Josh Bernoff show you three soc...Desde 8,20 €
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Empowered
Bernoff, Josh; Schadler, TedArtículo HBS-R1007H-ELiderazgo y Dirección de personasAfter his guitar was broken on a United Air Lines flight and the airline rejected his damage claim, musician Dave Carroll made the YouTube video "United Breaks Guitars," which more than 8 million people have viewed. Carroll is far from alone in having employed social media to lambaste a company for poor customer service. For example, one popular blogger advised her million-plus followers on Twitter not to buy Maytag appliances. But the very techn...Desde 8,20 €
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Empoderados
Bernoff, Josh; Schadler, TedArtículo HBS-R1007HLiderazgo y Dirección de personasDespués de su guitarra se rompió en un vuelo de United Air Lines y la aerolínea rechazó su reclamación por daños, músico Dave Carroll hizo el vídeo de YouTube "United Breaks Guitars", que más de 8 millones de personas han visto. Carroll está lejos de ser el único que tiene los medios de comunicación social empleado para fustigar una empresa de mal servicio al cliente. Por ejemplo, un popular blogger le aconsejó millones o más seguidores en Twitte...Desde 8,20 €
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Understanding Brands, Module Note
Keinan, Anat; Avery, JillCaso HBS-509041-EMarketingFor many firms, the brands associated with their products and/or services are their most valuable assets, and, hence, much management attention is given to designing, communicating, nurturing, and protecting them. This note is designed to provide an understanding of brand management strategies firms use to build, sustain, and leverage their brands.Desde 8,20 €
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Marketing Analysis Toolkit: Pricing and Profitability Analysis
Steenburgh, Thomas; Avery, JillCaso HBS-511028-EMarketingPricing is one of the most difficult decisions marketers make and the one with the most direct and immediate impact on the firm's financial position. This toolkit will introduce the fundamental terminology and calculations associated with pricing and profitability analysis. Users will learn how to produce and interpret demand curves and calculate the price elasticity of demand. The concepts of revenue, costs, and contribution margin, gross margin...Desde 8,20 €