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The Upstart's Assault (Commentary for HBR Case Study)
Bertini, Marco; Kumar, NirmalyaArtículo HBS-R1007Z-EDirección estratégicaTelZip, a small mobile-network operator, has decided to shake up the European telecommunications market by offering "free forever" broadband service to customers who sign a long-term contract with the company. Meridicom, the dominant industry player, must decide how to respond. Joe Ulan, the incumbent's new chief marketing officer, gets conflicting advice: The product division heads don't like the idea of discounting their products or even of wor...Desde 8,20 €
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Do Social Deal Sites Really Work (Commentary for HBR Case Study)
Bertini, Marco; Wathieu, Luc; Sigman, Betsy Page; Norton, Michael I.Artículo HBS-R1205Z-EMarketingThe stream of customers who visit Flanagan Theme Parks has started to dwindle. The fictional Australian company must decide, with the help of consultant Allie James, whether to try to attract a whole new crop of customers using DailyDilly, a fast-growing social-coupon venture. Allie and Ruth Davison, Flanagan's marking director, take a lunchtime tour of the marketing landscape to answer a key question for any company that is considering such an i...Desde 8,20 €
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When It's Time to Expand Beyond the Base (Commentary for HBR Case Study)
Bertini, Marco; Tavassoli, NaderArtículo HBS-R1705Z-EMarketingThe new CMO of an extreme-race company is on the hook to come up with a way to further monetize the underexploited brand while also fixing customer pain points related to the registration process. She and the COO propose a premium membership that allows die-hard fans to buy early access to race registration, but tests on social media reveal strong animosity toward the program among some racers. Should the company pull the plug or move forward, po...Desde 8,20 €
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What's the Deal with LivingSocial? (Spanish version)
Norton, Michael I.; Wathieu, Luc; Sigman, Betsy Page; Bertini, MarcoCaso HBS-519S22MarketingTim O'Shaughnessy, the 29-year-old CEO of LivingSocial, is growing a revolutionary worldwide business of "daily deals"-in which retailers offer a heavily-discounted product or service available for purchase for brief (often 24-hour) windows. The case explores the complicated sharing of risks and rewards between LivingSocial, participating retailers, and customers, focusing on the return on investment in both the short- and longer-term for LivingS...Desde 8,20 €
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The London 2012 Olympic Games, Teaching Note
Gourville, John T.; Bertini, MarcoNota del Instructor HBS-511027-EMarketingTeaching Note for 510039.Desde 0,00 €
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Barcelo Hotels and Resorts (A)
Gourville, John T.; Bertini, MarcoCaso HBS-511108-EMarketingBarcelo Hotels and Resorts must decide whether to allow its many hotels to continue to undertake separate promotional campaigns or to run, for the first time, a broad corporate-level promotion. Complicating the decision is the fact that the many hotels in its portfolio vary greatly in their character, clientele, positioning, and locations.Desde 8,20 €
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When It's Time to Expand Beyond the Base (HBR Case Study and Commentary)
Bertini, Marco; Tavassoli, NaderArtículo HBS-R1705N-EMarketingThe new CMO of an extreme-race company is on the hook to come up with a way to further monetize the underexploited brand while also fixing customer pain points related to the registration process. She and the COO propose a premium membership that allows die-hard fans to buy early access to race registration, but tests on social media reveal strong animosity toward the program among some racers. Should the company pull the plug or move forward, po...Desde 8,20 €
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Can One Business Unit Have 2 Revenue Models? (HBR Case Study and Commentary)
Bertini, Marco; Tavassoli, NaderArtículo HBS-R1503K-EDirección estratégicaPeter Noll, a pharmaceutical company division chief, ponders the varying business models of two units that have just merged. Both have for years employed flexible, inventive strategies to good effect, but Noll is inclined to impose a single model on the combined entity. The two unit heads, however, make compelling arguments for being left to do their business as usual. What choice should Noll make? Expert commentary comes from Bodo Eickhoff, of R...Desde 8,20 €
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The London 2012 Olympic Games
Gourville, John T.; Bertini, MarcoCaso HBS-510039-EMarketingIt's 2009 and Paul Williamson, Head of Ticketing, must finalize ticket prices for the 2012 London Olympic Games. Yet, there are many criteria to consider. First, given the importance of ticketing to the Games' bottom line, he has a strong incentive to maximize revenues. Second, because the entire world will be watching, he wants to maximize attendance-not just at the Opening Ceremony and swimming finals, which are easy sells, but also at events s...Desde 8,20 €
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Holaluz: Taking on The Spanish Energy Market
Ofek, Elie; Bertini, Marco; Koenigsberg, Oded; Corsi, Elena; Moloney, EmerCaso HBS-521045-EMarketingIn 2020, the three cofounders of Holaluz, a newcomer to Spain's electricity retail market, are preparing to launch a new offering: installing and managing solar panels on households' roofs at no extra cost for the consumer, who would still benefit from the energy savings stemming from the panels' production. Holaluz would fund the installations via a special purpose vehicle and use the surplus energy to power neighboring Holaluz clients at lower ...Desde 8,20 €