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Sputtering R&D Machine (HBR Case Study and Commentary)
Craumer, Martha; Kelley, Tom; Pejovich, Philip; Duncan, Lewis; Kao, JohnArtículo HBS-R0208A-EConocimiento y comunicaciónHomeStar's reputation for being "the first, the best, the only" name in appliances is under threat. For the second time in six months, upstart competitor Vanguard has pulled off a market coup: Its retro line of refrigerators, ranges, and dishwashers is a huge hit. Meanwhile, HomeStar's latest big idea--jumbo appliances--is bombing. CEO Hal Marden is chagrined: How did the company lose its edge? Kelly Dowd, HomeStar's head of marketing, blames Cha...Desde 8,20 €
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Harrah's Entertainment, Inc. (Spanish version)
Lal, Rajiv; Carrolo, Patricia MartoneCaso HBS-503S69MarketingHe wanted to know how much these marketing efforts had contributed to Harrah's overall performance and whether these marketing results were a one-shot event or could be achieved year after year, especially as the competition introduced similar programs.Desde 8,20 €
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SANY: Going Global
Lal, Rajiv; Lippert, Stefan; Dai, Nancy Hua; Deng, DiCaso HBS-513058-EMarketingApril 17, 2012, was a special day for SANY Group and for its founder Liang Wen'gen. Headquartered in Changsha, SANY Group had transformed itself in two decades from a small welding material factory in 1989 to a leading global construction equipment manufacturer with 5 industrial parks in China; 5 R&D and manufacturing bases in America, Germany, India, Brazil, and Indonesia; and 21 sales companies worldwide. SANY Heavy Industry Co., Ltd. (SANY), S...Desde 8,20 €