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How Do You Grow a Premium Brand? (HBR Case Study and Commentary)
Maruca, Regina Fazio; Campbell, William; Dolan, Robert J.; Hersh, Anita K.; Farquhar, Peter H.; Aaker, David A.; Shelman, MaryArtículo HBS-95205-EServicios y operacionesGordon Johnston has taken his elite health-club concept from the germ of an idea to the pinnacle of success. But the most difficult decision in managing his company lies ahead. Gordon must figure out how to lead Transition fitness clubs into the next phase. In each of the 15 years since Transition's flagship club opened in New York City, its sales have doubled. The company boasts fitness trainers handpicked by Olympic medalists, health-conscious ...Desde 8,20 €
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Can This Brand Be Saved?
Maruca, Regina FazioArtículo HBS-94508-EMarketingIn this fictional case study, Caroline Portal knows that La Shampoo is in trouble. Introduced in 1975 and targeted at women between the ages of 15 and 30, La Shampoo has a stylish image that had immediately become popular. Its slogan, "La Shampoo: For the Look and Feel of France," had remained the same since day one. In 1989, however, the line had begun a slow descent, but the company hadn't really addressed the problem until two years ago, when ...Desde 8,20 €
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Mauboussin Japan: A French Gem in Asia - Teaching Note
Delecolle, Thierry; Kamin, Ronald G.; Parguel, Beatrice; Yemen, GerryNota del Instructor DARDEN-M-0853TN-EMarketingTeaching note for product M-0853Desde 0,00 €
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Sustainable Procurement at SNCF: An Impressionist's Approach to Transformation - Teaching Note
Yemen, Gerry; Kamin, Ronald G.; Delchet-Cochet, KarenNota del Instructor DARDEN-OB-1029TN-ELiderazgo y Dirección de personasTeaching note for product OB-1029Desde 0,00 €
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Mauboussin Japan: A French Gem in Asia
Delecolle, Thierry; Kamin, Ronald G.; Parguel, Beatrice; Yemen, GerryCaso DARDEN-M-0853-EMarketingAs marketers love to teach students, differentiation must be the focal point of marketing strategy. But what happens when a firm's competitive set is shared by similar customers, perceived differentiation is weak among rivals, and loyalty is a thing of the past? This was the dilemma the French luxury jeweler Mauboussin faced: how to leverage its iconic brand to access new customers, domestically and abroad, and through new channels, while preserv...Desde 8,20 €
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Sustainable Procurement at SNCF: An Impressionist's Approach to Transformation
Yemen, Gerry; Kamin, Ronald G.; Delchet-Cochet, KarenCaso DARDEN-OB-1029-ELiderazgo y Dirección de personasWith a global leadership and sustainability perspective, this case uses SNCF, a state-owned railway and public service company based in France, to set the stage for an analysis of change management in a large company. It also allows for an exploration of sustainable development within the context of a large company. Written from the field, it depicts the firm’s overall strategy to adopt sustainable practices and provides an opportunity to introdu...Desde 8,20 €
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Vigeo and CSR - The Daughter of Globalization
Wicks, Andrew C.; Yemen, Gerry; Kamin, Ronald G.Caso DARDEN-E-0372-EÉtica empresarial y Responsabilidad Social CorporativaThe Vigeo case is used in Darden's Global EMBA "Business Ethics" course. The case raises the issue of how we determine what constitutes a socially responsible business, and how to apply that idea in a global context. It therefore could also be used effectively in courses in Marketing, Finance, or Global Economies and Markets. With a global leadership and sustainability perspective, this field-based case uses Vigeo, a European leader among enviro...Desde 8,20 €