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Häagen-Dazs Ice Cream (A). La creación de una marca global
Joachimsthaler, Erich A.; Taugbol P.Caso M-967MarketingEn 1992, poco antes de la apertura de los Juegos Olímpicos de Barcelona, Häagen-Dazs abrió su primera heladería, en la Rambla de Cataluña de dicha ciudad. Pocos meses más tarde, la familia Farga, con larga tradición en el mundo de la pastelería y los helados en Barcelona, empieza a abrir sus propias heladerías de lujo, bajo la denominación Farggi Tub's & Ice Cream. El caso describe las actividades competitivas desarrolladas por ambos grupos hasta...Desde 8,20 €
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Robert Krups GMBH & Co. KG: Brand Transfer into East Germany (B)
Hickman, E.; Joachimsthaler, Erich A.Caso M-927-EMarketingProvides detailed market information about East Germany as a background for the decisions that have to be made in the (A) case (M-926-E).Desde 5,74 €
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Häagen-Dazs Ice Cream (A). The Making of a Global Brand
Joachimsthaler, Erich A.; Taugbol P.Caso M-967-EMarketingIn 1992, shortly before the city hosted the Olympic Games, Häagen-Dazs opened its first ice-cream parlor in Barcelona, in Rambla de Cataluña. A few months later, the Farggi family, who had a long tradition in the patisserie and ice-cream business in Barcelona, started to open their own luxury ice-cream parlors under the name Farggi Tub's & Ice Cream. The case describes the two groups' competitive activities until the beginning of 1994. It also re...Desde 8,20 €
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Robert Krups GMBH & Co. KG: Brand Transfer into East Germany (A)
Hickman, E.; Joachimsthaler, Erich A.Caso M-926-EMarketingCase deals with the issues that make a brand strong e.g. positioning, product characteristics, advertising and product presentation strategy, etc.; measures of a brand's strength e.g. awareness, perceived quality reputation, etc. The management issue is how to transfer these brand attributes to the newly opened east european market and indeed, to decide which specific brands will actually appeal to this new set of consumers.Desde 8,20 €
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The Nestlé Buitoni Case Story: The House that Mamma Built
Hickman, E.; Joachimsthaler, Erich A.Caso M-953-EMarketingAfter Nestlé acquired Buitoni in 1988, it decided to make pasta and Italian food a core part of its overall food strategy with the aim of making Buitoni the leading brand worldwide of authentic Italian food. The case provides historical data on Buitoni leading up to its acquisition in 1988. And it provides a detailed account of Nestlé's marketing decisions regarding Buitoni thereafter. Specifically, the case provides information as to how Nestlé ...Desde 8,20 €
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Häagen-Dazs Ice Cream (A & B) - Teaching Note
Joachimsthaler, Erich A.Nota del Instructor MT-12-EMarketing(Cases M-967-E and M-968-E). Use is restricted to Academic Institutions.Desde 0,00 €
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Global Marketing Costa, S.A. (B)
Joachimsthaler, Erich A.; Pryce A. H.Caso M-763-EMarketingMay be used with M-762-E Global Marketing Costa, S.A. (A). It defines a specific problem.Desde 5,74 €
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Nike Europe - Teaching Note
Joachimsthaler, Erich A.Nota del Instructor MT-15-EMarketing(Case M-1009-E). Use is restricted to Academic Institutions.Desde 0,00 €
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Driving Sustainability at Bloomberg L.P., Teaching Note
Marquis, Christopher; Thomason, BobbiNota del Instructor HBS-411068-ETeaching Note for 411025.Desde 0,00 €