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E-Cigarettes: The Wild, Wild West
Farris, Paul W.; Wicks, Andrew C.; Mead, Jenny; Abbott, KatherineCaso DARDEN-M-0876-EMarketingIn 2014, tobacco giant Reynolds American Inc. (RAI) had to confront the rapidly evolving global tobacco industry landscape. E-cigarettes, once considered a fad, were becoming increasingly popular. Facing uncharted territory, tobacco companies were uncertain about how to most successfully enter this market and how to do so rapidly.Desde 8,20 €
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E-Cigarettes: The Wild, Wild West - Teaching Note
Farris, Paul W.; Wicks, Andrew C.; Mead, JennyNota del Instructor DARDEN-M-0876TN-EMarketingTeaching note for product M-0876Desde 0,00 €
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J. C. Penney: The "Think Big" Strategy
Farris, Paul W.; Thompson, Sylvie; Wilcox, Ronald T.Caso DARDEN-M-0841-EMarketingThis case is used in Darden's required EMBA first-year Marketing course. It can also be used in course modules covering Pricing or Brand Management. In the case. a financial analyst considers a presentation by an investor in J. C. Penney and the implications of the company’s turnaround strategy. This case provides an alternative approach to the market positioning discussion in the two-part case, “J. C. Penney: Reinventing Fair and Square Deals (...Desde 8,20 €
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Jieliang Phone Home! (C)
Shih, Willy; Bernstein, Ethan S.; Bilimoria, NinaCaso HBS-609082-EConocimiento y comunicaciónAt Precision Electro-Tek's mobile phone manufacturing facility in southern China, thousands of operators - bright and capable young men and (mostly) women like Jieliang Hao are motivated to improve line productivity through small innovations for faster assembly and have discovered many ways to increase their performance. Meanwhile a globally-networked team of manufacturing experts led by Marty Cole, the case protagonist, is trying to spread best ...Desde 5,74 €
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Motorcowboy: Getting a Foot in the Door (C)
Farris, Paul W.; Maddux, Robert; Harr, Timothy; Gray, Martha; Kanaparthi, Gautam; Shrivastava, Prateek; Weiss, Matthew; Pfeifer, Phillip E.Caso DARDEN-M-0816-EMarketingThis third and final part of the case about a Google AdWords campaign for Motorcowboy, an online source of custom footwear, delineated the Darden team's recommendations for future efforts.Desde 5,74 €
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J. C. Penney: Reinventing Fair and Square Deals (A)
Farris, Paul W.; Wilcox, Ronald T.; Thompson, SylvieCaso DARDEN-M-0835-EMarketingThe new CEO and the new president of the J. C. Penney Company, Inc. (JCP), invigorate the company with a new pricing strategy based on “Everyday Fair Prices.” Is the initial market reaction an indication of likely success? This first part of a two-part case contextualizes the initiative and provides a means of exploring differentiation in an evolving market.Desde 8,20 €
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Changing Light Bulbs (C): LEDs versus CFLs
Farris, Paul W.; Pullinger, JenniferCaso DARDEN-M-0823-EMarketingThis is the third of a four-part case charting the influence of technological shifts on decision making in the light bulb industry. At a time when CFL technology has either accelerated or plateaued, light-emitting diode (LED) technology makes manufacturing decisions more complicated. The case encourages students to assess CFL performance in the marketplace and recommend next steps.Desde 5,74 €
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Jieliang Phone Home! (A), (B), and (C), Teaching Note
Shih, Willy; Bernstein, Ethan S.Nota del Instructor HBS-609084-ETeaching Note for [609080], [609081], and [609082].Desde 0,00 €
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Marketing a Pure Play E-Tailer: Historical Emporium Inc.
Farris, Paul W.; Yemen, GerryCaso DARDEN-M-0901-EMarketingThe material in this case provides customer data that were available to the case protagonists to make data-driven decisions. From their garage to a 16,000-square-foot warehouse and office in San Jose, California, Chris and Alicia Allen built a business, Historical Emporium Inc. (HEI) that generated nearly $8 million in sales in 2015. They both had previously worked in the technology field. In true techie fashion, the pair continually thought abou...Desde 8,20 €
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SVEDKA Vodka (C): Marketing Mix in the Vodka Industry
Farris, Paul W.; Venkatesan, RajkumarCaso DARDEN-M-0803-EMarketingSuitable for both MBA and undergraduate-level courses such as "Integrated Marketing Communications," this is the third case in the series that traces a product from idea to established, successful brand.Desde 5,74 €