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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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BP in Russia: Bad Partners or Bad Partnerships? (A) and (B) - Teaching Note
Spekman, Robert E.; Linetsky, ZuriNota del Instructor DARDEN-M-0819TN-EMarketingTeaching note for product M-0819Desde 0,00 €
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BP in Russia: Bad Partners or Bad Partnerships? (B)
Spekman, Robert E.; Linetsky, ZuriCaso DARDEN-M-0845-EMarketingThis second part of a two-part case provides the epilogue to the story of BP's conflicts with Russian oil partners and underscores the importance of alliance management.Desde 5,74 €
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BP in Russia: Bad Partners or Bad Partnerships? (A)
Spekman, Robert E.; Linetsky, ZuriCaso DARDEN-M-0819-EMarketingThis case pairing is used in Darden's "Business to Business Marketing" course elective. Following the Deepwater Horizon oil spill, BP seeks to expand its assets and revenues, so it looks to Russia, but a planned alliance with a Russian state-owned oil company is thwarted by objections from another Russian oil partner. This case maps BP's strategic alliances and illustrates the importance of alliance management. This is the first part of a two-par...Desde 8,20 €