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Cultural Innovation
Holt, Douglas B.Artículo HBS-R2005J-EIniciativa emprendedoraCompanies struggle with innovation because they put all their chips on one innovation paradigm--what Holt calls "better mousetraps." This is innovation as conceived by engineers and economists--a race to create the killer value proposition. It wins on funDesde 8,20 €
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Snow Brand Milk Products (A): Assessing the Possibility for Revitalization
Werhane, Patricia H.; Mead, Jenny; Saito, Akira; Koehn, Daryl; Wolfe, ReginaCaso DARDEN-E-0347-EÉtica empresarial y Responsabilidad Social CorporativaThis three-case series, set in Japan, explores corporate responsibility and brand rebuilding in the face of a serious crisis. Suitable for MBA, executive education, and undergraduate students, it depicts a consumer advocate's decision-making process as she considers whether to help a company restore its badly tarnished reputation. In spring 2002, leading consumer activist Nobuko Hiwasa was invited to join the Japanese company Snow Brand Milk Prod...Desde 8,20 €
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Branding in the Age of Social Media
Holt, Douglas B.Artículo HBS-R1603B-EMarketingSocial media was supposed to usher in a golden age of branding. But things didn't turn out that way. Marketers originally thought that Facebook, YouTube, and Twitter would let them bypass mainstream media and connect directly with customers. Hoping to attract huge audiences to their brands, they spent billions producing their own creative content. But consumers never showed up. In fact, social media seems to have made brands less significant. Wha...Desde 8,20 €