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Building an e-Commerce Brand at Wayfair
Teixeira, Thales S.; Watkins, Elizabeth AnneCaso HBS-516028-EMarketingWayfair, Inc. was made up of five home goods, furniture, and d cor e-commerce brands. Wayfair.com, the main brand, which was responsible for the majority of sales, targeted the mass middle home goods market. AllModern, DwellStudio, Joss & Main, and Birch Lane were niche sites focused on more specialized curated design esthetics. Determining the 2014 advertising budget for Wayfair.com is the big question in the case. Two ad budget decisions need ...Desde 8,20 €
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Visteon (B)
Boulent, M.; Palencia, Luis; Rahnema Alavi, AhmadCaso C-722-EContabilidad y controlIn 1999, with the Nissan Almera door panel program already under way, the account manager from Visteon's Nissan BBG receives a call from the Nissan program manager asking for a 28% price reduction. He calls the program's PLT manager to discuss what they should do.Desde 5,74 €
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Visteon (A)
Boulent, M.; Palencia, Luis; Rahnema Alavi, AhmadCaso C-721-EContabilidad y controlIn 1997, the Visteon management has to decide on the pricing of a door panel (DP) to be manufactured for the Nissan Almera. The company information system is used as a base for the pricing decision. The case explains the pricing process used.Desde 8,20 €
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Who Owns the Whale (Abridged)
Teixeira, Thales S.; Bell, David E.Caso HBS-515108-EMarketingJudge William Wright considers the case of the dispute of a whale carcass wherein several whaling ships claim ownership based on each one's contribution to its killing. The judge must weigh in the differing efforts and costs of three ships who each played a role at different stages of the hunting process, as well as the prevalent norms-of-ownership at the time.Desde 8,20 €
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Who Owns the Whale
Teixeira, Thales S.; Bell, David E.Caso HBS-515107-EMarketingJudge William Wright considers the case of the dispute of a whale carcass wherein several whaling ships claim ownership based on each one's contribution to its killing. The judge must weigh in the differing efforts and costs of three ships who each played a role at different stages of the hunting process, as well as the prevalent norms-of-ownership at the time.Desde 8,20 €
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Digital Transformation at Brazilian Retailer Magazine Luiza
Teixeira, Thales S.; Guissoni, Leandro; Veludo-de-Oliveira, Tania ModestoCaso HBS-519009-EMarketingBy late 2017, Brazilian retailer Magazine Luiza's CEO was convinced that the company could significantly grow sales and accomplish its aspirations of digital transformation. What was unclear in his mind was whether he should act as a tech company and grow as fast as possible (e.g., high double digits) or be more conservative and grow sales at a financially healthy rate, like traditional retailers did (e.g., single digits). The primary way e-retai...Desde 8,20 €
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Sell Direct-to-Consumer or Through Amazon? (HBR Case Study and Commentary)
Teixeira, Thales S.Artículo HBS-R1902M-EDirección estratégicaFor a company that's trying to reach more customers, selling on Amazon might seem to be a no-brainer. But there are plenty of risks: A firm might get dragged into a price war with low-cost competitors, and Amazon, not the firm, will own the data on customers--and could use it to create its own competing products. In this fictional case study, the head of marketing at a young e-bike maker thinks through the pros and cons of selling on Amazon and o...Desde 8,20 €
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The Making of CERAN Avignon: The case plan
Palencia, LuisCaso ASN-63-EConocimiento y comunicaciónThis case was written for use in the case writing course of the International Faculty Program. The case is to be used after workshops in which participants practice the design of the opening paragraph, its difficulty, the structure of the case and the choice of exhibits. This is a case about how to write a case. It is based on a real IESE case study, "RELE Rouen: Language Immersion in Normandy," ASN-58-E.Desde 8,20 €
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Morgan Components - Teaching Note
Palencia, Luis; Fernández, AlbertNota del Instructor CT-18-EContabilidad y controlThis teaching note offers a guide to instructors in the classroom use of case C-730-E, "Morgan Components." "Morgan Components" is a case about costs. It addresses a wide range of issues and so is highly versatile. The teaching note suggests possible analyses and approaches for using the case in different programs and courses.Desde 0,00 €
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Biosafety Level Logistics (BLL)
Duro, Miguel; Grandes, Mª Jesús; Palencia, LuisCaso C-803-EContabilidad y controlBiosafety Level Logistics (BLL) was a Swiss company specialized in providing biosecurity logistic services to other companies. In 2020, BLL obtained a five-year contract to provide bio-secure transportation services to several Swiss research centers specialized in the development of vaccines. To offer this service, BLL had to buy ten refrigerated trucks that had been meticulously adapted to transport the vaccines, forcing the company to decide on...Desde 8,20 €