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(PRODUCT) RED (A)
Moon, Youngme; Norton, Michael I.; Chen, DavidCaso HBS-509013-EMarketingDescribes the launch and initial results of the (PRODUCT) RED campaign, a social marketing initiative conceived of by U2's Bono and Bobby Shriver to combat AIDS in sub-Saharan Africa. The company licensed the (RED) brand to partner companies, which initially included Gap, Apple, Motorola, Armani, and American Express. The business model was structured to benefit partner companies by increasing consumer purchases - of (RED)-branded products such a...Desde 8,20 €
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Publish or Protect? (Spanish version)
Shih, Willy; Chai, SenCaso HBS-615S15Servicios y operacionesShould they patent inventions coming out of their manufacturing process development work, should they keep them as trade secrets, or should they publish them so that they would go into the public domain and nobody else could patent them? They wish to preserve their freedom to practice, but they are very concerned about competitors' ability to benefit from LEGO Group's R&D investments or alternately interfere with its freedom to operate.Desde 8,20 €
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The LEGO Group: Publish or Protect
Shih, Willy; Chai, SenCaso HBS-613079-EServicios y operacionesSenior managers at the LEGO Group are faced with a quandary: Should they patent inventions coming out of their manufacturing process development work, should they keep them as trade secrets, or should they publish them so that they would go into the public domain and nobody else could patent them? They wish to preserve their freedom to practice, but they are very concerned about competitors' ability to benefit from LEGO Group's R&D investments or...Desde 8,20 €
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foursquare
Piskorski, Mikolaj Jan; Eisenmann, Thomas R.; Bussgang, Jeffrey J.; Chen, DavidCaso HBS-711418-EIniciativa emprendedoraThe cofounders of foursquare are deciding how to respond to competitive threats and scale up the organization. Foursquare was a location-based online service that allowed users to "check in" to a location using an application on a smartphone. Foursquare kept track of a user's check-ins, shared them with users' friends, and unlocked "Specials" that gave users discounts at nearby locations. Within a year and a half of its founding the company had 4...Desde 8,20 €