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Kodak: The Rebirth of an Iconic Brand, Teaching Note
Keinan, Anat; Eckhardt, Giana M.; Beverland, MichaelNota del Instructor HBS-519052-EMarketingTeaching note for case 519051.Desde 0,00 €
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Kodak: The Rebirth of an Iconic Brand
Keinan, Anat; Beverland, Michael; Eckhardt, Giana M.Caso HBS-519051-EMarketingFollowing its re-emergence from bankruptcy protection in 2014, the marketing team at Kodak has been charged with tripling brand value with consumers, with little marketing budget. The case focuses on the strategies used by senior Kodak marketers Steven Overman and Dany Atkins to leverage the brand's heritage for innovation and creativity with existing and new audiences. With few resources other than heritage, Overman and Atkins have focused on ma...Desde 8,20 €
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Cambridge Technology Partners (A) (Spanish version)
Amabile, Teresa M.; Beer, Michael; Baker, George P.Caso HBS-407S12Liderazgo y Dirección de personasCambridge Technology Partners uses a highly innovative product strategy, supported by a human resources strategy, that has been very successful. However, high growth rates jeopardize product quality while tension about relative compensation levels between sales and operations threatens the firm's culture.Desde 8,20 €
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Cracking the Code of Change (Spanish version)
Beer, Michael; Nohria, NitinArtículo HBS-R00301Liderazgo y Dirección de personasthe goal is to build and strengthen corporate culture. Most companies focus purely on one theory or the other, or haphazardly use a mix of both, the authors say. Combining E and O is directionally correct, they contend, but it requires a careful, conscious integration plan. Beer and Nohria present the examples of two companies, Scott Paper and Champion International, that used a purely E or purely O strategy to create change--and met with limite...Desde 8,20 €
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La Martina: Leveraging Polo's Luxury Lifestyle
Keinan, Anat; Miguel, Maria Fernanda; Crener, SandrineCaso HBS-515085-EMarketingFounded in 1984 in Buenos Aires, Argentina, La Martina has grown from a high-end polo equipment company into a global fashion brand with operations in 56 countries. Polo, which is not only a sport but also a way of life, is at the core of the brand DNA. Polo is a unique sport with a long history and strong culture that the brand intends to protect, preserve, and share with as many people as possible. The world of polo has traditionally conjured u...Desde 8,20 €
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Onefinestay: Building a Luxury Experience in the Sharing Economy, Teaching Note
Avery, Jill; Keinan, AnatNota del Instructor HBS-520092-EMarketingTeaching note for case 515072.Desde 0,00 €
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Leveraging Polo's Luxury Lifestyle (Spanish version)
Keinan, Anat; Miguel, Maria Fernanda; Crener, SandrineCaso HBS-216S06MarketingFounded in 1984 in Buenos Aires, Argentina, La Martina has grown from a high-end polo equipment company into a global fashion brand with operations in 56 countries. Polo, which is not only a sport but also a way of life, is at the core of the brand DNA. Polo is a unique sport with a long history and strong culture that the brand intends to protect, preserve, and share with as many people as possible. The world of polo has traditionally conjured u...Desde 8,20 €
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Onefinestay: Building a Luxury Experience in the Sharing Economy
Avery, Jill; Keinan, Anat; Kind, LizCaso HBS-515072-EMarketingMiranda Cresswell, marketing director, and Greg Marsh, founder and CEO of onefinestay, were grappling with branding and positioning dilemmas. onefinestay offered high-end home rentals to travelers who sought a more authentic and local experience than a typical upscale hotel might provide. onefinestay's brand had been "hacked" together quickly during the company's early years. After five years of rapid growth, Marsh brought Cresswell on board to d...Desde 8,20 €
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Communispace, Teaching Note
Keinan, AnatNota del Instructor HBS-511120-EMarketingTeaching Note for 510018.Desde 0,00 €
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Monte-Carlo Weddings (Abridged)
Keinan, Anat; Crener, SandrineCaso HBS-517067-EMarketingDesde 8,20 €