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Fijación de precios y creación de mercados en Internet
Dolan, Robert J.; Moon, YoungmeCaso HBS-507S13MarketingConsidera el impacto de Internet sobre cómo se llevarán a cabo intercambios de mercado. Se analiza el papel de los agentes y de las alternativas de compras a precios fijos, tales como negociaciones, subastas e intercambios.Desde 8,20 €
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Bringing "Class to Mass" with Plenitude (Spanish version)
Dolan, Robert J.Caso HBS-502S05MarketingL'Oreal's strategy is to "trickle down" technology over time from high-end outlets like department stores to mass-markets, such as drugstores. The mass market brand Plenitude has become the market leader in France, but even eight years after introduction in the United States, the product continues to lose money. The case presents qualitative market research data to enable students to diagnose the problem and develop an action plan. Includes color...Desde 8,20 €
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SAP: Branding in the Digital Age
Narayandas, Das; Migdal, AmramCaso HBS-518058-EMarketingBy 2017, digital, social, and mobile technologies were rapidly changing the way many of SAP's traditional customers did business over the last decade. In response to this trend, SAP had acquired companies with capabilities in e-commerce, human capital, workforce management, travel and expense management, and other areas. No longer able to rely on a single contact point through customers' IT departments, SAP's salesforce now had to target a variet...Desde 8,20 €
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Angie's List: Ratings Pioneer Turns 20
Dolan, Robert J.; Israeli, AyeletCaso HBS-517016-EMarketingThe Inside the Case video that accompanies this case includes teaching tips and insight from the author (available to registered educators only). In 1995, before people "googled" or "yelped," Angela Hicks (HBS, 2000) was establishing her Angie's List as a pioneer in the accumulation and dissemination of consumer rating information. Hicks focused on the home repair and maintenance market and, as she put it, "particularly on high cost of failure s...Desde 8,20 €
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Priceline.com: Ponga precio usted mismo
Dolan, Robert J.Caso HBS-503S45MarketingPriceline.com es un concepto nuevo cambiando el ajuste de los precios de los vendedores a los compradores. La compañía aspira a utilizar su proceso patentado de unidades de publicidad de la demanda a precios nombrados a los proveedores en muchas categorías. Este caso se centra en su uso inicial en la industria aérea.Desde 8,20 €
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uberPOOL
Iansiti, Marco; Toffel, Michael W.; Migdal, AmramCaso HBS-617009-EServicios y operacionesThis case describes Uber's uberPOOL service, which let multiple Uber users who were headed in the same direction share a ride and pay substantially lower fares.Desde 8,20 €
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CNS Worldwide, Teaching Note
Dolan, Robert J.; Easwar, KarthikNota del Instructor HBS-917532-EMarketingTeaching note for case 917531.Desde 0,00 €
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Pricing PatientPing
Cespedes, Frank V.; Kelley, Julia; Migdal, AmramCaso HBS-818017-EIn 2017, Jay Desai, the CEO of Boston-based health care technology company PatientPing, had to consider a number of interrelated pricing challenges. Founded in late 2013, PatientPing sold a software platform that allowed health care providers to receive real-time notifications ("Pings") when one of their patients was admitted to or discharged from a health care facility. Pings allowed providers to coordinate with one another to reduce costs and e...Desde 8,20 €