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BBVA: una estrategia de comunicación diferente
Plaza, Salvador; Villoch, Ignacio; Pin Arboledas, José Ramón; Stein, GuidoCaso M-1272Conocimiento y comunicación, Iniciativa emprendedoraEl departamento de comunicación del BBVA, comandado por Gregorio Panadero, decide apostar por el branded content como forma de expandir la imagen de la compañía. Iniciativas como dar nombre a competiciones deportivas (la Liga), patrocinio de competiciones deportivas de talla mundial (la NBA), la producción de una webserie o de una película resultarán ejemplos de lo que se ha hecho hasta ahora. Gregorio Panadero estaba contento con el desarrollo d...Desde 8,20 €
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BBVA: A Different Communication Strategy
Plaza, Salvador; Villoch, Ignacio; Pin Arboledas, José Ramón; Stein, GuidoCaso M-1272-EConocimiento y comunicación, Iniciativa emprendedoraBBVA's communications department, led by Gregorio Panadero, decided to get involved with branded content as a way of spreading the company's image. Initiatives including lending its name to sports competitions (The League), sponsorship of world-class sports competitions (the NBA), and production of a web series and movie serve as examples to date. Gregorio Panadero was pleased with the development of this new way of communicating. However, at the...Desde 8,20 €
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The PikoGym Entrepreneurs: Muscling Up through Intellectual Property - Teaching Note
Peter M. Bican; Florian Fuchs; Alexander BremNota del Instructor IVEY-8B20M093-EDirección estratégicaTeaching note for product 9B20M093.Desde 0,00 €
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Bayer in India: Intellectual Property Expropriation
Peter M. Bican; Quynh Nhu TruongCaso IVEY-9B13M134-EDirección estratégicaBayer Group needed to reassess its strategies regarding intellectual property, as well as its emphasis on research and development. The Indian government had ruled against Bayer by granting a compulsory licence to a local generic drug manufacturer that allowed them to distribute a copy of Bayer’s blockbuster cancer drug at a fraction of the original price. This ruling demonstrated that pharmaceutical innovation could not be effectively protected ...Desde 8,20 €
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From Crisis to World Champions: Lessons from German Football - Teaching Note
Holger Ernst; Peter M. Bican; Carsten C. GuderianNota del Instructor IVEY-8B17M154-EDirección estratégicaTeaching note for product 9B17M154.Desde 0,00 €
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The PikoGym Entrepreneurs: Muscling Up through Intellectual Property
Florian Fuchs; Peter M. Bican; Alexander BremCaso IVEY-9B20M093-EDirección estratégica, Iniciativa emprendedoraFrustrated with the available means of working out while travelling, the three founders of PikoGym, a start-up out of Erlangen, Germany, had the idea to build a workout device that allowed users to train anywhere and everywhere. The lightweight and compacDesde 8,20 €
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Martin Bauer Group: Corporate Social Responsibility with EinDollarBrille
Carsten C. Guderian; Peter M. BicanCaso IVEY-9B16M027-EDirección estratégica, Iniciativa emprendedoraAWARD WINNING CASE - Corporate Social Responsibility Award, 2016 European Foundation for Management Development (EFMD) Case Writing Competition. In the fall of 2013, the family-owned Martin Bauer Group, a German-based company and world leader in the business-to-business market for tea and herbal extracts, became interested in the idea of collaborating with the frugal innovation company EinDollarBrille (OneDollarGlasses). The Martin Bauer Group wa...Desde 8,20 €
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HKS-Dessous: A Main Street Retail Entrepreneur Handling Digital Change
Johannes Tiemer; Carsten C. Guderian; Peter M. BicanCaso IVEY-9B17M090-EDirección estratégica, Iniciativa emprendedoraLate in 2016, the owner of a lingerie business in Düsseldorf, Germany, faced a series of questions regarding the health of her business in a changing environment. The German retail environment had traditionally consisted of many specialized (often family-owned) small- to medium-sized retailers, and many of these stores had not kept pace with globalization and the digital revolution; market changes and increasing competition forced them to close. ...Desde 8,20 €
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From Crisis to World Champions: Lessons from German Football
Holger Ernst; Peter M. Bican; Carsten C. GuderianCaso IVEY-9B17M154-EDirección estratégicaFor the Deutscher Fussball-Bund e.V. (DFB)—the German Football Association—winning the most prestigious football trophy, the 2014 FIFA World Cup, was the culmination of a long period of suffering, reinventing, and rebuilding. Once the dominating force in world football, the German team had been at rock bottom around the beginning of the millennium. To manage its way out of this crisis and leave competitors behind once again, the DFB had to fundam...Desde 8,20 €
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emmtrix Technologies: Patent Negotiations in High-Tech Academic Spinoffs - Teaching Note
Frederik J. Riar; Carsten C. Guderian; Peter M. BicanNota del Instructor IVEY-8B20M010-EDirección estratégicaTeaching note for product 9B20M010.Desde 0,00 €