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Magellan Boatworks
Quelch, John A.; Kindley, James T.Caso HBS-917547-EMarketingMagellan Boatworks is a midsize manufacturer of customized, power "cruising yachts." In the face of economic and political uncertainty in late 2016, Magellan's VP of sales and marketing, Walt Robinson, wonders whether he should request a budget increase for 2017. Important questions abound. Can Robinson's team increase sales even with a lower budget? Should the company reallocate its advertising and promotion budget? Should Robinson consider chan...Desde 8,20 €
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Montes Cal ados: A Step Ahead
Heskett, James L.; Kindley, James T.Caso HBS-918513-EMarketingMontes Cal ados is a well-known, "fast-fashion" Brazilian manufacturer of casual, but fashionable women's shoes for women aged 18-35 in major cities worldwide. To boost its declining revenues, MC must evaluate two growth options: whether to expand distribution online (at the risk of diluting the brand, by attracting older customers) and whether to increase the frequency of introducing new styles (at the risk of more fashion "misses"). Altogether...Desde 8,20 €