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WPP: From Mad Men to Math Men (and Women)
Deighton, John; Pietrella, Sofia; Kornfeld, LeoraCaso HBS-516065-EMarketingDesde 8,20 €
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Herborist
Deighton, John; Kornfeld, Leora; He, Yanqun; Jiang, QingyunCaso HBS-511051-EMarketingGlobal brands such as L'Oreal and Oil of Olay dominate China's skin care market. A Chinese domestic brand, after some success in partnership with Sephora in Europe, aspires to challenge the French and U.S. brands' hold on the China market. It must decide how to segment the market, how to position against global assurances of quality and purity, and how to balance its Chinese heritage claims with claims of modernity. The China skin care market is ...Desde 8,20 €
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Wattpad
Deighton, John; Kornfeld, LeoraCaso HBS-919413-EMarketingHow to run a platform to match 4 million writers of stories to 75 million readers? Use data science. Make money by doing deals with television and film makers and book publishers. The case describes the challenges of matching readers to stories, and of helping writers to produce better stories by supplying feedback on their chapters as they write, all by processing a billion data points daily. But it's hard to acquire new customer groups when alg...Desde 8,20 €
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Demand Media
Deighton, John; Kornfeld, LeoraCaso HBS-511043-EMarketingGoogle search had helped Demand Media grow to be a $1.9 billion online publisher. Then, social media and smartphone apps began to change the way people navigated the Internet. How should Demand Media respond? The business ran on a radically new model in which a stable of 10,000 freelance contributors supplied content, the Internet's search engines brought it 75 million readers each month, and advertising generated revenue. It took the guesswork o...Desde 8,20 €