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Chunyu: The First Mover in Chinese M-Health Industry
Jingui Xie; Haji Suleman Ali; Feiyan Jia; Muhammad Adnan Zahid Chudhery; Bin DingCaso IVEY-9B19M044-EDirección estratégica, Iniciativa emprendedoraChunyu Yisheng (Chunyu) was the largest mobile health (m-health) application in China. Since its creation in July 2011, the application had focused on providing online medical information and consultations with professional doctors. Chunyu's business model was based on free and premium online health care services. In the first three years, Chunyu gained more experience than profits. The primary concern for the founder and chief executive officer ...Desde 8,20 €
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Chunyu: The First Mover in Chinese M-Health Industry - Teaching Note
Jingui Xie; Haji Suleman Ali; Feiyan Jia; Muhammad Adnan Zahid Chudhery; Bin DingNota del Instructor IVEY-8B19M044-EDirección estratégicaTeaching note for product 9B19M044.Desde 0,00 €
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Boots Unlimited: Getting a Foot in the Door (A), (B), and (C) - Teaching Note
Farris, Paul W.; Goldberg, RebeccaNota del Instructor DARDEN-M-0970TN-EMarketingTeaching note for product M-0970Desde 0,00 €
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Heinz Ketchup: Pricing the Product Line (Spanish version)
Wilcox, Ronald T.; Goldberg, RebeccaCaso DARDEN-M-0954MarketingTraducción al español de la versión del 27 de junio de 2011 del caso UVA-M-0777. Una marca estadounidense icónica debe determinar cómo maximizar las ganancias netas aumentando las ventas de sus artículos con el margen más alto frente al retroceso constante de los minoristas, incluido el espacio reducido en los estantes y el apoyo promocional de esos mismos productos. Este caso es adecuado para los cursos obligatorios de marketing de MBA, así como...Desde 8,20 €
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Boots Unlimited: Getting a Foot in the Door (C)
Farris, Paul W.; Goldberg, RebeccaCaso DARDEN-M-0972-EMarketingRyan and Robert Rosen, brothers and co-owners of BootsUnlimited.com (BU) are approaching the end of their three-week experiment in testing keywords for their Google AdWords campaign, eliminating poor-performing keywords and occasionally adding new ones. Will their campaign be a success, or will they have to find some other way to market BU's boots?Desde 5,74 €
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Boots Unlimited: Getting a Foot in the Door (B)
Farris, Paul W.; Goldberg, RebeccaCaso DARDEN-M-0971-EMarketingRobert Rosen and his brother, Ryan, took a look at the slow pace at which the budget for their family-owned company, BootsUnlimited.com (BU), was being spent. Many of the keywords they had chosen for their Google AdWords campaign in the hopes of boosting online sales at BU, were not being clicked on. What changes did they need to make?Desde 5,74 €
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Boots Unlimited: Getting a Foot in the Door (A)
Farris, Paul W.; Goldberg, RebeccaCaso DARDEN-M-0970-EMarketingBootsUnlimited.com (BU) is a website offering custom-made footwear. Customers can choose from a wide variety of styles and can also create new styles based on their exact specifications. The company instructs customers on how to provide 20 different foot and calf measurements, and from those measurements, the footwear is made in a Thai production facility. BU products cater to the custom boot market and to very different segments, and the brother...Desde 8,20 €
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Patagonia, Inc.
Wilcox, Ronald T.; Goldberg, RebeccaCaso DARDEN-M-0857-EMarketingThe marketing director of Patagonia, Inc. (Patagonia), had been tasked with considering the financial implications of a new initiative that Patagonia planned to launch within six months: Common Threads. It was envisioned as a used-clothing joint venture in which owners of Patagonia clothing could list garments for sale via an eBay-style platform. Patagonia's leadership was convinced that offering this service to its community of existing clothing...Desde 8,20 €
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Elektrikraft: Global Sourcing Initiative (B)
Laseter, Timothy M.; Goldberg, RebeccaCaso DARDEN-OM-1485-EServicios y operacionesThe meeting of the electricity meters commodity strategy task force lasted all day, and the team made significant progress. After hours of deliberation, the task force decided that it would employ the consulting firm’s services and hold a reverse auction; however, the variety of meters required by the different sites and the varying prices according to delivery site forced the team to conclude that a single, common auction for all the meters and ...Desde 5,74 €
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Elektrikraft: Global Sourcing Initiative (A)
Laseter, Timothy M.; Goldberg, RebeccaCaso DARDEN-OM-1484-EServicios y operacionesThis case pairing is used in multiple Executive Education courses to define Strategic Sourcing, as well as in Darden's Operations Strategy course elective. The chief procurement officer had finished her presentation on the progress of the global sourcing initiative at Elektrikraft Corporation. It had gone well; the other senior executives had liked hearing about the progress her team had made during its first year. Although she was happy with thi...Desde 8,20 €