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Pricing to Create Shared Value
Bertini, Marco; Gourville, John T.Artículo HBS-R1206F-EMarketingMany companies are in competition with their customers to extract as much value as possible from every transaction. Pricing is their weapon of choice, and consumers fight back by rooting out and disseminating pricing policies that seem unfair. The problem is that companies generally think of value as a pie that is rightfully theirs. But value is not fixed, and it neither originates with nor belongs solely to the firm. Without a willing customer, ...Desde 8,20 €
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Holding Fast (HBR Case Study and Commentary)
Lutz, Robert A.; Christensen, Clayton M.; Wittes, Jason; Galakatos, Nick; Gourville, John T.Artículo HBS-R0506A-EMarketingCEO Peter Walsh faces a classic innovator's dilemma. His company, Crescordia, produces high-quality metal plates, pins, and screws that orthopedic surgeons use to repair broken bones. In fact, because of the company's long-standing commitment to quality, some orthopedic surgeons use nothing but Crescordia hardware. And now these customers have begun to clamor for the next-generation technology: resorbable hardware. Resorbables offer clear advanta...Desde 8,20 €
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Hybrid Electric Vehicles: A 2011 Update
Gourville, John T.Caso HBS-511125-EMarketingThis case is an addendum that updates HBS Case No. 502-025, "The Future of Hybrid Electric Cars." It covers the 10 years, 2001 to 2011.Desde 8,20 €