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How Stories Drive Growth: HSN
Aaker, J; Schifrin, DCaso SGSB-M348B-EMarketingStories play an important role in business. They are a powerful tool for persuasion and useful in the context of understanding customers, building brands and leading teams. Set in 2014, the case explores how stories can drive the growth of a company, focusing on HSN Inc., the $3 billion interactive, multi-channel retailer. When Mindy Grossman became CEO of HSN in 2006, she had three major challenges: create a new story for a 30-year old company t...Desde 8,20 €
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The Walt Disney Studios
Elberse, AnitaCaso HBS-516105-EMarketingIn December 2015, Alan Horn, chairman of The Walt Disney Studios, celebrates the world premiere of Star Wars: The Force Awakens - only the latest in a string of big bets that he has overseen. Disney pursues a 'tentpole strategy' that revolves around at least eight big-budget movies each year -- most from its acquired labels Pixar, Marvel Studios, and Lucasfilm. In fact, Disney produces nearly twice as many tentpole movies as any other major Holly...Desde 8,20 €
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Dwyane Wade
Elberse, Anita; Schoppe, JenniferCaso HBS-517035-EConocimiento y comunicaciónIn July 2016, while on his annual China tour to help promote the sportswear brand Li-Ning, basketball superstar Dwyane Wade and his long-time business manager Lisa Joseph-Metelus face a decision regarding one of his other business partnerships-that with the American company Stance, known for its colorful socks. Involved with the young company since 2013, Wade quickly established himself as Stance's most successful brand ambassador. But recently, ...Desde 8,20 €