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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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CSTAR
James E. Hatch; John S. Haywood-Farmer; Michael J. Rouse; Virginia Ritchie; Lyndsay Passmore; Leah HillierCaso IVEY-9B09M017-EDirección estratégica, Iniciativa emprendedoraCanadian Surgical Technologies and Advanced Robotics Centre (CSTAR) had had a successful year during which its new director had ensured that CSTAR's budget deficit was on target to be reduced by 50 per cent. CSTAR still faced significant hurdles to becoming financially stable and a leader in minimally invasive surgery (MIS). The director wanted CSTAR to be financially self-sustainable within two years, and identified goals to overcome these hurdl...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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Etrip
John S. Haywood-Farmer; Julian Heere; Robert SpitalarCaso IVEY-9B09D002-EDirección estratégica, Iniciativa emprendedora, Servicios y operacionesIn February 2008, the chief executive officer (CEO) of Fly Open Sky Ltd. was finalizing a business plan for Etrip, a proposed online travel startup in the European travel market. He wanted to use the plan to convince investors to commit $100,000, which would provide the first round of financing in a lead up to a further investment of $500,000. The CEO had a vision of developing Etrip as a superior online travel reservation system and desired to i...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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henderson bas
John S. Haywood-Farmer; Nicole Shomair; Ari ShomairCaso IVEY-9B08D008-EServicios y operacionesThe director of client services at henderson bas, an interactive advertising company, was trying to decide how to set a price for the newly proposed campaign for Halpernia Industries, one of her clients. Though the strategic direction of the campaign had been agreed upon, Halpernia had rejected the two creative proposals already presented to it. The director was unsure how to set a price for the campaign. She needed to balance the need for the co...Desde 8,20 €