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Icelandair (E): COVID-19
Mitchell, Jordan; Sigurjonsson, Throstur Olaf; Berrone, PascualCaso SM-1703-EDirección estratégica, Gobierno corporativo, Innovación y cambioThis five-part case series considers Icelandair at a couple of key inflection points in its recent history. Case A, set in early 2017 on the airline's 80th anniversary, the airline is faced to question its strategy after its impressive seven-year run of dynamic growth and solid returns comes to a somewhat abrupt end due to extreme pricing competition and upward cost pressure. The case delves into the development of the airline and its "hybrid" bu...Desde 5,74 €
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Icelandair (E): COVID-19
Mitchell, Jordan; Sigurjonsson, Throstur Olaf; Berrone, PascualCaso SM-1703Dirección estratégica, Gobierno corporativo, Innovación y cambioEn este caso en cinco partes se presenta a Icelandair en un par de momentos decisivos de su historia reciente. En el caso A, situado a principios de 2017, en el 80 aniversario de la aerolínea, la compañía debe plantearse su estrategia tras un período impresionante de siete años de crecimiento dinámico y buenos resultados que llega a su fin de forma más o menos brusca debido a la competencia de precios extrema y la presión de los costes al alza. E...Desde 5,74 €
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Icelandair (A, B, C, D y E) - Teaching Note
Mitchell, Jordan; Sigurjonsson, Throstur Olaf; Berrone, PascualNota del Instructor SMT-132-EDirección estratégica, Gobierno corporativo, Innovación y cambioThis five-part case series considers Icelandair at a couple of key inflection points in its recent history. Case A, set in early 2017 on the airline's 80th anniversary, the airline is faced to question its strategy after its impressive seven-year run of dynamic growth and solid returns comes to a somewhat abrupt end due to extreme pricing competition and upward cost pressure. The case delves into the development of the airline and its "hybrid" bu...Desde 0,00 €
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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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Barcelona: A Roman Village Becoming a Smart City (Abridged)
Carrasco, Carlos; Ricart, Joan Enric; Berrone, PascualCaso SM-1646-EDirección estratégica, Innovación y cambio, Tecnologías de la informaciónOn July 2, 2014, Josep Ramon Ferrer, director of the ICT and smart city strategy at Barcelona City Council, finished the second round of meetings with the companies selected to participate in the competitive dialogue to create City OS, Barcelona's operating system. City OS was one of the key milestones in Barcelona's smart city strategy. It aimed to enable the council to acquire and process data from urban operations in a rapid, efficient, effect...Desde 8,20 €
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Vancouver: The Challenge of Becoming the Greenest City - Teaching Note
Berrone, Pascual; Ricart, Joan EnricNota del Instructor SMT-105-EDirección estratégica, Economía, Innovación y cambioThis is the suggested teaching note for the case "Vancouver: The Challenge of Becoming the Greenest City" (IESE, SM-1612-E). The case describes the Greenest City 2020 Action Plan, formally launched by the city of Vancouver in 2011, which was intended to make Vancouver the greenest city on the planet. Gregor Robertson, mayor of Vancouver, is the main champion of the ambitious strategic plan. While he has a successful past as a social entrepreneur ...Desde 0,00 €
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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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La transformación de Medellín: hacia una sociedad urbana más equitativa, innovadora y participativa
Duch, Ana Isabel; Ricart, Joan Enric; Berrone, PascualCaso SM-1681Dirección estratégica, Economía, Innovación y cambioA finales del siglo XX, Medellín (Colombia) era conocida por ser una de las ciudades más violentas y peligrosas del mundo, un paraíso para el narcotráfico y un centro de pobreza, desigualdad y exclusión social. Sin embargo, en menos de dos décadas, ha sido capaz de transformarse en un modelo de intervención urbanística, resiliencia social y una de las economías metropolitanas de más rápido crecimiento en Latinoamérica. El exitoso cambio de imagen...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 €