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Unused Coupons Still Pay Off
Venkatesan, Rajkumar; Farris, Paul W.Artículo HBS-F1205C-EMarketingConventional wisdom holds that manufacturers and retailers see little benefit from unused coupons, but new research shows that unredeemed coupons serve as advertisements to consumers. In an experiment with eight retailers, the authors analyzed campaigns involving more than 500,000 targeted coupons for items representing more than 300 brands, mailed out over a 16-month period. They found that consumers who received but did not redeem coupons still...Desde 8,20 €
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Astilleros unidos: la construccion naval - Nota del instructor
Garrido Martínez, EnriqueNota del Instructor IIST-PINT-114Servicios y operacionesNota del instructor del caso IIST-106Desde 0,00 €
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The Multichannel Challenge at Natura in Beauty and Personal Care (B): Building a Successful Digital and Omnichannel Transformation
Farris, Paul W.; Guissoni, Leandro; Lourenço, Carlos Eduardo; Boccia, MurilloCaso DARDEN-M-1022-EMarketingBetween 2013 and 2019, Natura undertook a set of initiatives to begin its digital transformation and accelerate the global expansion that resulted in it becoming the world's fourth-largest beauty group. Along with its traditional door-to-door operation, NDesde 5,74 €
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SVEDKA Vodka (A)
Farris, Paul W.; Venkatesan, Rajkumar; Zuckerman, IvyCaso DARDEN-M-0774-EMarketingSuitable for both MBA- and undergraduate-level courses such as “Integrated Marketing Communications,” this case series traces a product from idea to established, successful brand. In this A case, a spirits industry executive perceives a gap between the under-$10 and the $25-and-up vodkas. Could a midpriced vodka capture some volume from each of those markets? Decisions on pricing, target, distribution, branding, and promotion are considered.Desde 8,20 €
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Silk Soy Milk (A)
Farris, Paul W.; Shames, Ervin R.; Wasden, MichaelCaso DARDEN-M-0771-EMarketingThe Silk soy milk brand evolves from a single homemade product to a regional and then national brand, facing challenges along the way such as investment influx, acquisition, and competition from new entrants into the very market it created. Silk's marketing angles at various growth stages are discussed, and students consider whether the company should expand its presence or develop new categories, as well as how its efforts could best realize gro...Desde 8,20 €
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Crulogic: Una pyme peleando entre multinacionales - Nota del Instructor
Garrido Martínez, Enrique;Nota del Instructor IIST-PINT-163Dirección estratégicaEl caso describe la situación de una Pyme de servicios logísticos cuando Heineken, su principal cliente, le sorprende con un adelanto inesperado del inicio de los servicios de almacenamiento. Crulogic tenía más de 40 años de experiencia en el sector con clientes multinacionales de la industria de la alimentación y pretendía convertirse en un operador logístico de ámbito nacional (e internacional), pero su principal fuente de ingresos seguía siend...Desde 0,00 €