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Huawei: How Can We Lead the Way?
Ofek, Elie; Tao, Tian; Yin, Eden; Hua Dai, NancyCaso HBS-518071-EMarketingOn September 12, 2017, just as Apple's Tim Cook was unveiling the iPhone X, Richard Yu, CEO of Huawei's Consumer Business Group (CBG), and Glory Cheung, his Chief Marketing Officer, were discussing some key strategic issues regarding Huawei's smartphone business. Established in 1987, Huawei was the largest telecom equipment company in the world. Huawei established the CBG in 2012 to focus on Huawei-branded smartphone models, and within five years...Desde 8,20 €
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Ride-Hailing Services: Forecasting Uber's Growth
Ofek, Elie; Muller, Eitan; Libai, BarakCaso HBS-519097-EMarketingDesde 8,20 €
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Emotiv Systems Inc.: It's the Thoughts that Count, Teaching Note
Ofek, Elie; Kindred, NatalieNota del Instructor HBS-511072-EMarketingTeaching Note for 510050.Desde 0,00 €
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Hot Wheels: Launching The Mixed Play Experience
Ofek, Elie; Terech, Andres; Tempest Keller, NicoleCaso HBS-521017-EMarketingChris Down, Global Brand General Manager for Hot Wheels, and his team from the Advanced Play Group within Mattel, Inc., had developed an entirely new "mixed play" product experience that blended familiar Hot Wheels play in the physical world with breakthrDesde 8,20 €
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Marketing Input and Innovation Strategy
Ofek, ElieCaso HBS-508090-EMarketingThis note develops a framework for considering the challenges of incorporating marketing input when setting innovation strategy. The framework lays out the possible innovation opportunities a firm can entertain and describes how the customer knowledge gained from conducting market research at the front end of NPD affects which of these opportunities the firm should pursue. Pitfalls in analyzing the customer data are described, along with guidelin...Desde 8,20 €