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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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Inventory Management - Safety Stock
Grasas, Alex; Ribera, JaumeNota técnica PN-428-EServicios y operacionesThis note presents the concept of safety stock as a way of protecting the company against uncertainty in stock behavior. It contains a number of examples and a spreadsheet that calculates the size of the safety stock, taking into account the parameters that affect it. It continues with a discussion of advanced aspects related with safety stocks.Desde 8,20 €
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Gestión de inventario - Stock de seguridad
Grasas, Alex; Ribera, JaumeNota técnica PN-428Servicios y operacionesEsta nota presenta el concepto de stock de seguridad como un modo de protegerse contra la incertidumbre en el comportamiento de los inventarios. Contiene varios ejemplos y una hoja que calcula el tamaño del stock de seguridad en función de los parámetros que influyen en él. Continúa tratando aspectos avanzados relacionados con los stocks de seguridad.Desde 8,20 €
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Wahoo Fitness: Segmentation and Data Insights
Venkatesan, Rajkumar; Lopes, Henrique; Yemen, GerryCaso DARDEN-M-1025-EMarketingOne month before businesses across the United States closed due to COVID-19 lockdowns, Wahoo Fitness (Wahoo) launched the Elemnt Rival GPS smartwatch, which catered specifically to triathletes. The team at Wahoo was excited about the potential of this newDesde 8,20 €
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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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Project Simulation
Grasas, Alex; Ribera, JaumeNota técnica PN-429-EServicios y operacionesThis note allows the simulation of a PERT-CPM network system, using Montecarlo techniques. It has been limited in scope, and it deals only with Beta or triangular, Normal and Uniform duration probability density functions. The workbook assumes the basic CPM data on activities durations and precedence relations have been entered and saved in a standard MS-Project format. The user is expected to import the data from the corresponding MS-Project fil...Desde 8,20 €
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VinConnect, Inc.: Digital Marketing Strategy
Venkatesan, RajkumarCaso DARDEN-M-0864-EMarketingThis case is used in the course elective "Big Data in Marketing." The VinConnect company helped European wineries sell their products directly by using it to facilitate the direct-to-consumer (DTC) sales model to American consumers via offers delivered in e-mail. Unfortunately, the number of purchases has not been as high as VinConnect's president had projected and the open rate for e-mails was high, so potential customers who received the offers...Desde 8,20 €
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Simulación de proyectos
Grasas, Alex; Ribera, JaumeNota técnica PN-429Servicios y operacionesEsta nota permite la simulación de un sistema de red PERT-CPM utilizando las técnicas de Monte Carlo. El ámbito de estudio es limitado y sólo trata con funciones de densidad de probabilidad beta o triangular, normal o uniforme. El cuaderno de trabajo toma los datos básicos CPM de las duraciones de las actividades y las relaciones de precedencia que se han introducido y guardado en un formato estándar MS-Project. El usuario debe importar los dato...Desde 8,20 €
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Queueing
Grasas, Alex; Ribera, JaumeNota técnica PN-427-EServicios y operacionesThis note discuss interference times (and stocks or queues) in situations where there is in fact sufficient capacity to cover the process demands and yet interferences occur due to variations in the arrival rate or in service times. It contains two calculation sheets for the M/M/s and G/G/s models that introduce various measures of efficiency in a queueing system: "hard" or objective measures (such as costumer waiting time) and "soft" or subjecti...Desde 8,20 €
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Teoría de colas
Grasas, Alex; Ribera, JaumeNota técnica PN-427Servicios y operacionesEsta nota trata los tiempos de interferencia (y los stocks o colas) en situaciones en las que, en realidad, hay suficiente capacidad para soportar el proceso de demanda, pero se producen interferencias debido a las variaciones en la tasa de llegada o en los tiempos de servicio. Contiene dos hojas de cálculo para los modelos M/M/s y G/G/s que introducen algunas medidas de eficacia en un sistema de colas: medidas "duras" u objetivas (como el tiempo...Desde 8,20 €