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E-Public Relations
Villanueva, Julian; Ferrándiz, Luis; Balmaseda, CarmenNota técnica MN-402MarketingEl concepto de relaciones públicas digitales es relativamente reciente y se define como el uso estratégico y planeado de herramientas y tecnologías basadas en Internet y en los nuevos medios, para construir y mantener un diálogo (comunicación bidireccional) entre la organización y sus públicos. La función de las relaciones públicas (RR. PP.), tal y como la conocíamos, se enfrenta a un nuevo desafío: adaptarse adecuadamente a las nuevas exigencia...Desde 8,20 €
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Airbus and Boeing: Superjumbo Decisions
Bodily, Samuel E.; Lichtendahl, Kenneth C. Jr.Caso DARDEN-QA-0720-EAnálisis de decisionesSet in 1999, this case allows students to put themselves in the positions of both Airbus and Boeing as Boeing considered how to respond to Airbus's decision to announce its plans to proceed or not with the $10 billion development of the world's first commercial superjumbo jet, the Airbus A3XX. Boeing was considering a development effort to "stretch" its 747 jumbo jet into a larger superjumbo version, the 747-X. At the time, the two companies' wid...Desde 8,20 €
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Kelly Solar - Teaching Note
Lipson, Marc L.; Bodily, Samuel E.; Lichtendahl, Kenneth C. Jr.Nota del Instructor DARDEN-F-1614TN-EFinanzasTeaching note for product F-1614Desde 0,00 €
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SnackChips in China
Bodily, Samuel E.; Lichtendahl, Kenneth C. Jr.; Clemen, RobertCaso DARDEN-QA-0698-EAnálisis de decisionesThis case is intended to work well as an exam or a capstone for a course on decision analysis, simulation, real options, and game theory. It explores a conventional snack-chip marketer's strategy in China for promoting and advertising a recently acquired healthy snack-chip brand in mid-2002. The marketer has some key decisions to make, now and in the future, about a range of marketing expenditures in the context of an exciting emerging market and...Desde 8,20 €
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Kelly Solar
Bodily, Samuel E.; Lipson, Marc L.; Lichtendahl, Kenneth C. Jr.Caso DARDEN-F-1614-EFinanzasA small start-up company must make additional investments to maximize its firm value. But the company owner will not make this investment unless she can renegotiate outstanding debt claims. Solving this "debt overhang" problem through negotiation is the focus of the case. In this context, students are exposed to a variety of issues: the nature of financial claims, bargaining and negotiation fundamentals, and agency costs of debt.Desde 8,20 €
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Mercadona Tech: Separating the Shower From the Bathtub
Villanueva, Julian; Ferrándiz, LuisCaso M-1396-EMarketing, Servicios y operaciones, Tecnologías de la informaciónIn May 2022, Mercadona, along with its e-commerce division, was looking for ways to continue growing. They had developed what was probably the only profitable online supermarket in Spain up to the moment. The hive logistics model was operating in just three cities: Valencia, Madrid, and Barcelona. After six years, the time had come to expand domestically. Mercadona invoiced ?510m in e-commerce, but half of those sales (?263m) were done where the ...Desde 8,20 €
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Mercadona Tech: Separating the shower from the bathtub - Teaching note
Villanueva, Julian; Ferrándiz, LuisNota del Instructor MT-61-EMarketing, Servicios y operaciones, Tecnologías de la informaciónIn May 2022, Mercadona, along with its e-commerce division, was looking for ways to continue growing. They had developed what was probably the only profitable online supermarket in Spain up to the moment. The hive logistics model was operating in just three cities: Valencia, Madrid, and Barcelona. After six years, the time had come to expand domestically. Mercadona invoiced 510 million euros in e-commerce, but half of those sales (263 million eur...Desde 0,00 €
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Mercadona Tech: separar la ducha de la bañera
Villanueva, Julian; Ferrándiz, LuisCaso M-1396Marketing, Servicios y operaciones, Tecnologías de la informaciónEn Mayo de 2022 Mercadona, de la mano de su división de e-commerce, estaba considerando cómo seguir creciendo. Hasta ese momento se había desarrollado lo que era probablemente el único supermercado online rentable en España. El modelo logístico de colmenas estaba operando en tan solo tres ciudades: Valencia, Madrid y Barcelona. Después de seis años había llegado el momento de expandirse a nivel nacional. Mercadona facturaba 510 millones de euros ...Desde 8,20 €
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Search Engine Optimization (SEO)
Ferrándiz, Luis; Villanueva, Julian; Simarro, Sergio; Fernández-Velilla, RosaNota técnica MN-374-EMarketing, Tecnologías de la informaciónIn the digital world, search engines are shop windows. They are an absolute necessity for giving visibility to a business. A company that does not have a top position in online search results is missing opportunities to sell to, or communicate with, potential customers. And a business that does not appear in search results might as well not exist. Search engine optimization encompasses a range of techniques aimed at improving a website's posi...Desde 8,20 €
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Zinio: "Byting" into a Paper World - Teaching Note
Mitchell, Jordan; Villanueva, Julian; Nueno, José LuisNota del Instructor MT-28-EMarketing, Tecnologías de la informaciónIn mid 2006, executives from Spain's prominent news clipping company, AccesoGroup, are talking about how they can make a recently acquired franchise for Zinio a profitable and viable business in Spain. Zinio is a solution to digitalize print-based media. Its major business in the U.S. is conducted by automatically delivering digital versions of mainstream magazines to subscribers. In looking at the potential of the Zinio software, the team is as...Desde 0,00 €