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Slanket: Responding to Snuggle's Market Entry, Teaching Note
Deighton, John; Kornfeld, LeoraNota del Instructor HBS-510098-EMarketingTeaching Note for [510034].Desde 0,00 €
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Sony and the JK Wedding Dance
Deighton, John; Kornfeld, LeoraCaso HBS-510064-EMarketingExecutives at Sony Music Entertainment faced a dilemma: a user-generated video featuring controversial artist Chris Brown's music was netting millions of views per week on YouTube. Sony held the copyright to the song, and was entitled to issue a takedown notice to the party that uploaded the video. How should Sony act? This case looks at the issues faced by marketers in an environment in which consumers disseminate content without the assistance,...Desde 8,20 €
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Legendary Entertainment: Moneyball for Motion Pictures
Deighton, John; Kornfeld, LeoraCaso HBS-516117-EMarketingLegendary, the Hollywood studio responsible for such hits as Jurassic World and The Dark Knight, decides to take the marketing of its films in-house, and to market them fan-by-fan. Owner Thomas Tull acquires the big-data-in-sports firm started by Matt Marolda and appoints him to run marketing analytics for Legendary. The methods perform well in the motion picture market. Other Hollywood studios want to lease its services, and firms outside of ent...Desde 8,20 €