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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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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 €
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Herborist
Deighton, John; Kornfeld, Leora; He, Yanqun; Jiang, QingyunCaso HBS-511051-EMarketingGlobal brands such as L'Oreal and Oil of Olay dominate China's skin care market. A Chinese domestic brand, after some success in partnership with Sephora in Europe, aspires to challenge the French and U.S. brands' hold on the China market. It must decide how to segment the market, how to position against global assurances of quality and purity, and how to balance its Chinese heritage claims with claims of modernity. The China skin care market is ...Desde 8,20 €
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Demand Media
Deighton, John; Kornfeld, LeoraCaso HBS-511043-EMarketingGoogle search had helped Demand Media grow to be a $1.9 billion online publisher. Then, social media and smartphone apps began to change the way people navigated the Internet. How should Demand Media respond? The business ran on a radically new model in which a stable of 10,000 freelance contributors supplied content, the Internet's search engines brought it 75 million readers each month, and advertising generated revenue. It took the guesswork o...Desde 8,20 €
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DataXu: Selling Ad Tech
Cespedes, Frank V.; Deighton, John; Cox, Lisa; Hull, OliviaCaso HBS-817012-EDataXu served marketers by buying digital advertising for brands using its demand-side platform. It sought a way to build a more predictable revenue stream in the very transactional media marketplace, and hoped that two new marketing analytics products would give it a more predictable revenue stream. But sales were behind forecast. DataXu's large brand and advertising agency clients found the new products interesting, but evidence suggested that ...Desde 8,20 €
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Marketing Chateau Margaux, Teaching Note
Deighton, John; Pitt, LeylandNota del Instructor HBS-508107-ETeaching Note for [507033].Desde 0,00 €