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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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Personal Rapid Transport at Vectus, Ltd., Teaching Note
Edelman, BenjaminNota del Instructor HBS-910024-ETeaching Note for [910010].Desde 0,00 €
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Mission Impossible: Yummy77 Delivers Groceries within the Hour, Teaching Plan
Edelman, BenjaminNota del Instructor HBS-916051-EServicios y operacionesTeaching plan for case 916025.Desde 0,00 €
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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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Reinventing Retail: ShopRunner's Network Bet
Edelman, Benjamin; Webster, Karen L.Caso HBS-915002-EMarketingShopRunner considers adjustments to improve its online shopping service which offers no-charge two-day shipping as well as easy returns and other conveniences. Competitors' diverse pricing models and ancillary benefits raise questions about how to structure and price ShopRunner's offering. Meanwhile, an investment from Alibaba presents new opportunities in China but risks distraction from the core business.Desde 8,20 €
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The Market Power of Platform-Mediated Networks
Edelman, BenjaminCaso HBS-914029-EDirección estratégicaThis note provides criteria to evaluate the power of a platform-mediated network. For a company considering building such a network or an investor considering funding such an effort, this analysis reveals the scope and desirability of the opportunity. Meanwhile, for a company doing business with such a network, as a supplier or as a customer, this note provides strategies to shift the split of surplus to the company's benefit.Desde 8,20 €
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Reinventing Retail: ShopRunner's Network Bet (Spanish Version)
Edelman, Benjamin; Webster, Karen L.Caso HBS-918S06MarketingShopRunner considera ajustes para mejorar su servicio de compras en línea que ofrece servicios sin cargo de envío de dos días, así como devoluciones fáciles y otras comodidades. diversos modelos de precios de los competidores y beneficios secundarios plantean preguntas acerca de cómo estructurar y oferta de precio de ShopRunner. Mientras tanto, una inversión de Alibaba presenta nuevas oportunidades en China, pero corre el riesgo de distracción de...Desde 8,20 €
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Airbnb (A) (Spanish version)
Edelman, Benjamin; Luca, MichaelCaso HBS-914S09Tecnologías de la informaciónAfter widely-publicized complaints of destructive guests and unreliable hosts, online apartment rental site Airbnb explores mechanisms to facilitate trust between guests and hosts. Flexible online reputation systems can collect and share information with ease, but Airbnb must decide which information guests and hosts should have to provide and how much flexibility each should have in selecting whom to do business with. A full-featured system coul...Desde 8,20 €