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Pricing at Netflix
Ofek, Elie; Bertini, Marco; Koenigsberg, Oded; Klopfenstein, AmyCaso HBS-521004-EMarketingSince its launch in 1998 as "the Amazon.com of DVDs," Netflix had evolved from a DVD rental company to a video streaming platform and producer of original films and television shows. As the company matured, it regularly increased prices and adjusted its product offerings while continuing to add new subscribers. However, between late 2019 and mid-2020, competition within the streaming industry intensified with the launch of new entrants such as Di...Desde 8,20 €
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Time for a Unified Campaign? (HBR Case Study and Commentary)
Bertini, Marco; Gourville, John T.Artículo HBS-R1106M-EMarketingAlegre, a leading hotel group in Central and South America, is suffering under the troubled economy, and its newest property, the flagship Palma Cay in Cozumel, is hurting most. Beatriz Soto, Palma Cay's manager, has a plan to boost bookings, but she doesn't have the money to carry it out. Should corporate headquarters grant her additional funds, despite the company's traditionally decentralized operations? Or should Alegre think about launching ...Desde 8,20 €
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SenseAim Technologies: Pricing to Win
Ofek, Elie; Biyalogorsky, Eyal; Bertini, Marco; Koenigsberg, OdedCaso HBS-521049-EMarketingThis exercise serves to help students understand the proper role and use of costs in a firm's pricing decisions. The exercise is designed such that the learning of students evolves across a classroom session, starting from understanding which costs are relevant when setting the price of a product, progressing to a discussion on the wisdom of the traditional "cost-plus" approach to pricing, and ending with a demonstration of how to leverage cost i...Desde 8,20 €
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Do Social Deal Sites Really Work? (HBR Case Study and Commentary)
Bertini, Marco; Wathieu, Luc; Sigman, Betsy Page; Norton, Michael I.Artículo HBS-R1205L-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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Pearson: Efficacy 2.0
Ofek, Elie; Bertini, Marco; Koenigsberg, Oded; Weber, JamesCaso HBS-521012-EMarketingPearson, that billed itself as the "world's learning company," faced a host of critical decisions in mid-2020. Several years prior, it had embarked on a new path that put the learner at the heart of the business and committed to a new strategic orientation. The new approach, under the heading of "efficacy," was meant to ensure that products and services were developed with measurable outcomes that mattered to learners in mind; and such offerings ...Desde 8,20 €
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The Upstart's Assault (HBR Case Study and Commentary)
Bertini, Marco; Kumar, NirmalyaArtículo HBS-R1007R-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 €