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Semir's E-Commerce: Success and Exploration
Juan Shan; William Wei; Xiaojia Sunny WangCaso IVEY-9B18A019-EDirección estratégica, MarketingZhejiang Semir E-Commerce Co. Ltd., the online subsidiary of Chinese casual clothing company Zhejiang Semir Group Co. Ltd. (Semir), grew continuously from its launch in 2012 to become a main contributor to Semir’s success, contributing approximately 30 per cent of Semir’s annual revenue by 2016. Semir entered the online market relatively late after many competing Chinese clothing manufacturers had already established their presence online. Yet it...Desde 8,20 €
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La conducta del consumidor, ejercicio (E)
Deighton, John; Fournier, SusanCaso HBS-503S23MarketingLos estudiantes son instruidos para entrevistar a un comprador reciente de un producto de alta implicación o servicio en profundidad acerca de su / sus experiencias de propiedad y uso. El ejercicio proporciona a los estudiantes la comprensión de primera mano de conceptos importantes en el consumo de dominio (por ejemplo, la satisfacción del cliente, significado del producto, lealtad a la marca).Desde 5,74 €
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Semir's E-Commerce: Success and Exploration - Teaching Note
Juan Shan; William Wei; Xiaojia Sunny WangNota del Instructor IVEY-8B18A019-EMarketingTeaching note for product 9B18A019.Desde 0,00 €
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JD.Com: Responding to a CEO Crisis
Lu Zhang; William Wei; Yanming Liao; Jieyan Song; Yi WuCaso IVEY-9B20M018-EDirección estratégicaIn August 2018, the founder and chief executive officer of JD.com, one of China’s largest e-commerce sites, was accused of sexual assault and was arrested. He denied wrongdoing and was released less than a day later. One week after his return to China, JD.com’s share value hit a 19-month low. In November 2018, the company announced that its customer base had shrunk for the first time since 2014. The impact from the investigation into the alleged ...Desde 8,20 €
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CaiHong: Combining Legal Services and the Internet
Weiwei Huo; William Wei; Peihong Xie; Xiaohan Hu; Etayankara Muralidharan; Haining Wu; Yi HuangCaso IVEY-9B20D004-EDirección estratégicaShanghai Jiujia Information Technology Co., Ltd. (CaiHong) was founded in April 2015 by entrepreneur Junyuan Huang. The company has transitioned from an e-commerce platform to a software-as-a-service (SaaS) platform to better compete in China’s Legal Service Plus Internet (LSPI) industry. While exploring some key concepts about CaiHong, such as market positioning, business model innovation, SaaS, and growth strategies, several questions are raise...Desde 8,20 €
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Instacart and the New Wave of Grocery Startups
Deighton, John; Kornfeld, LeoraCaso HBS-515089-EMarketingInstacart is testing an Uber-style solution to the challenge of building a home-delivered grocery business. It is backed by $220 million of venture funding. Will this model succeed where businesses like Webvan failed? What are the questions that this exploratory venture needs to answer?Desde 8,20 €
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Alloy.com: Marketing to Generation Y (Spanish Version)
Deighton, John; McWilliams, GilCaso HBS-518S13MarketingUna empresa punto com rentable? Alloy.com ventas al por menor de ropa para adolescentes por catálogo. Aleación consta de un sitio web para convertir y perspectivas de la comunidad de construcción. El resultado es un negocio con la economía de un vendedor directo y la capitalización de mercado de una Internet puesta en marcha. El caso presenta la decisión de asociarse con AOL o perseverar con la mezcla actual de los métodos de adquisición de clien...Desde 8,20 €
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Acxiom
Deighton, JohnCaso HBS-516037-EMarketingAcxiom built the market for personal data, yet sales have been flat for a decade during which marketing's appetite for data has exploded. Will the acquisition of a digital data onboarder, LiveRamp, give marketers what they want from a data broker?Desde 8,20 €
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Wattpad, Teaching Plan
Deighton, John; Kornfeld, LeoraNota del Instructor HBS-920301-EMarketingTeaching plan for case 919413.Desde 0,00 €
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Demand Media, Teaching Note
Deighton, John; Kornfeld, LeoraNota del Instructor HBS-512021-EMarketingTeaching Note for 512021.Desde 0,00 €