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Suntory: Rebranding the Japanese Whisky Highball
Philip SugaiCaso IVEY-9B20A017-EDirección estratégica, MarketingFounded in 1899 by Shinjiro Torii in Osaka, Japan, Suntory Holdings (Suntory) boasted a rich history in Japan’s alcoholic beverage industry. It purchased US-based Beam in 2014 for $16 billion, renamed itself as Beam Suntory, and transformed into one of the world’s largest alcoholic beverage makers, reaching total global revenues of more than 2.5 trillion yen ($23 billion) by the end of fiscal year 2018. Now, in 2020, could the Suntory team pull o...Desde 8,20 €
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Hatsune Miku: Japanese Virtual Idol Ignites Global Value Co-creation
Timothy Craig; Philip Sugai; Lukman AroeanCaso IVEY-9B14M110-EDirección estratégicaCrypton Future Media, a music software company based in Sapporo, Japan, developed Hatsune Miku (HM), a singing voice synthesizer software program (Vocaloid). Users entered lyrics and melodies to create songs, which were then sung by Hatsune Miku, a 16-year-old female virtual singer featured on the software packaging.Initially targeting professionals, HM unexpectedly caught on among amateurs who produced music, lyrics, artwork and videos, which th...Desde 8,20 €
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Innovating Tradition at Hosoo - Teaching Note
Philip SugaiNota del Instructor IVEY-8B18A058-EMarketingTeaching note for product 9B18A058.Desde 0,00 €
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Relating to Peapod, Teaching Note
Avery, Jill; Fournier, SusanNota del Instructor HBS-316175-EMarketingTeaching note for case 314142.Desde 0,00 €
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Filene's Basement: Inside a Fired Customer's Relationship
Avery, Jill; Fournier, SusanCaso HBS-314076-EMarketingHow, in a business climate in which building relationships with customers has dominated both managerial thought and marketing budgets, could Filene's Basement have fired a loyal customer, one who was formally and informally recognized as a best customer?Desde 8,20 €