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Unused Coupons Still Pay Off
Venkatesan, Rajkumar; Farris, Paul W.Artículo HBS-F1205C-EMarketingConventional wisdom holds that manufacturers and retailers see little benefit from unused coupons, but new research shows that unredeemed coupons serve as advertisements to consumers. In an experiment with eight retailers, the authors analyzed campaigns involving more than 500,000 targeted coupons for items representing more than 300 brands, mailed out over a 16-month period. They found that consumers who received but did not redeem coupons still...Desde 8,20 €
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AB InBev, Carling Black Label, and Femicide in South Africa (B)
Parmar, Bidhan L.; Mead, JennyCaso DARDEN-E-0426-EÉtica empresarial y Responsabilidad Social CorporativaAfter much research and discussion about where the company's responsibility lay in addressing the alarming issues of femicide and violence against women, the leadership of the South African Breweries (SAB) and the African branch of Anheuser-Busch InBev (AB InBev) decided to form a partnership and launch a movement and campaign, #NoExcuse. For the campaign, the company partnered with, among others, the consortium, Takuwani Riime (which meant "let ...Desde 5,74 €
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The Multichannel Challenge at Natura in Beauty and Personal Care (B): Building a Successful Digital and Omnichannel Transformation
Farris, Paul W.; Guissoni, Leandro; Lourenço, Carlos Eduardo; Boccia, MurilloCaso DARDEN-M-1022-EMarketingBetween 2013 and 2019, Natura undertook a set of initiatives to begin its digital transformation and accelerate the global expansion that resulted in it becoming the world's fourth-largest beauty group. Along with its traditional door-to-door operation, NDesde 5,74 €
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SVEDKA Vodka (A)
Farris, Paul W.; Venkatesan, Rajkumar; Zuckerman, IvyCaso DARDEN-M-0774-EMarketingSuitable for both MBA- and undergraduate-level courses such as “Integrated Marketing Communications,” this case series traces a product from idea to established, successful brand. In this A case, a spirits industry executive perceives a gap between the under-$10 and the $25-and-up vodkas. Could a midpriced vodka capture some volume from each of those markets? Decisions on pricing, target, distribution, branding, and promotion are considered.Desde 8,20 €
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Silk Soy Milk (A)
Farris, Paul W.; Shames, Ervin R.; Wasden, MichaelCaso DARDEN-M-0771-EMarketingThe Silk soy milk brand evolves from a single homemade product to a regional and then national brand, facing challenges along the way such as investment influx, acquisition, and competition from new entrants into the very market it created. Silk's marketing angles at various growth stages are discussed, and students consider whether the company should expand its presence or develop new categories, as well as how its efforts could best realize gro...Desde 8,20 €
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Brand Activism at Starbucks—A Tall Order?
Cian, Luca; Parmar, Bidhan L.; Boichuk, Jeff; Craddock, JennyCaso DARDEN-M-0964-EMarketingIn April 2017, Kevin Johnson took over the reigns as CEO of Starbucks, the iconic coffee giant. He faced a number of key decisions to keep the global retail giant competitive, but one in particular loomed large. Over the last few years, Johnson’s predecessor, Howard Schultz, had increasingly used Starbucks as a progressive platform in an attempt to influence the world around its stores, whether he was aiming to smooth out race relations in the Un...Desde 8,20 €
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Rural Credit Cooperatives in India
Li, Wei; Parmar, Bidhan L.Caso DARDEN-BP-0521-EGobierno corporativoRecently, the Indian Congress asked a distinguished committee of experts to analyze and make policy recommendations about India’s Cooperative Financial Institutions (CFIs), which included organizations such as credit unions and cooperative banks. One committee member, Mohan R. Narayan, a leading economist at a prestigious Indian university, was enthusiastic about the job; it was an opportunity to help millions of rural poor and to have a positive...Desde 8,20 €