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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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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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Digital Marketing Strategy, Course Overview Note
Teixeira, Thales S.Caso HBS-514087-EMarketingDigital Marketing Strategy is the process by which firms employ, either partially or exclusively, digital tools, techniques, and tactics to create value for customers.Desde 8,20 €
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Airbnb, Etsy, Uber: expandiéndose de uno a muchos millones de clientes
Teixeira, Thales S.Caso HBS-520S09MarketingEn 2019, de dos caras plataformas en línea (o mercados) se encuentran entre los de mayor crecimiento de nuevas empresas de Internet en todo. Estos mercados buscaban para que coincida con los proveedores de los activos en renta, productos físicos o servicios con clientes exigentes ellos. Entre las plataformas de dos caras más notables que millones alcanzados rápidamente de los clientes eran Airbnb, Etsy, y Uber. Se ofrecieron propiedad alquiler a ...Desde 8,20 €
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Estrategias publicitarias que aumentan las ventas online
Teixeira, Thales S.Artículo ART-2643Conocimiento y comunicación, Innovación y cambio, MarketingHoy, los consumidores son ávidos usuarios multitarea que se conectan a Internet con dispositivos digitales mientras ven la televisión. Los anuncios más cortos han reducido tanto la calidad como la cantidad de la atención del consumidor durante el prime time. En este nuevo entorno mediático, ¿sigue siendo la televisión un medio eficaz para promocionar productos y servicios? Basándose en su estudio, el autor concluye que esta no ha perdido f...Desde 8,20 €
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Sell Direct-to-Consumer or Through Amazon (Commentary for HBR Case Study)
Teixeira, Thales S.Artículo HBS-R1902Z-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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Sell Direct-to-Consumer or Through Amazon (HBR Case Study)
Teixeira, Thales S.Artículo HBS-R1902X-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 €