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Clearly: Organizing for Omnichannel Retailing
Kersi Antia; Ramasastry ChandrasekharCaso IVEY-9B17A025-EMarketingIn mid-January 2017, at the Vancouver head office of Clearly, Canada’s leading online optical products company, the chief executive officer was reviewing plans for the company’s participation in an upcoming international eyewear exhibition. The event provided more than 1,000 optical companies with an opportunity to showcase their latest offerings. The worldwide market for eyewear was growing, and customers were increasingly turning to online reta...Desde 8,20 €
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CIBC: Internalizing Open Innovation - Teaching Note
Darren Meister; Ramasastry ChandrasekharNota del Instructor IVEY-8B17M174-EDirección estratégicaTeaching note for product 9B17M174.Desde 0,00 €
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Cargill India Pvt.Ltd.
Dante Pirouz; Ramasastry ChandrasekharCaso IVEY-9B13A022-EDirección estratégica, MarketingCargill Inc., a U.S.-based multinational company, is known for its skills in business-to-business (B2B) marketing. It processes food products and markets them in bulk to large institutional buyers with whom it has a strong customer orientation. However, the head of the refined edible oils business at Cargill India, the company’s fully owned subsidiary, is facing a problem with the parent company's value proposition around B2B. While developing th...Desde 8,20 €
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Honda Canada: Relaunching Honda Fit - Teaching Note
June Cotte; Ramasastry ChandrasekharNota del Instructor IVEY-8B17A060-EMarketingTeaching note for product 9B17A060.Desde 0,00 €
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Britannia Industries Ltd.
Robert Klassen; Ramasastry ChandrasekharCaso IVEY-9B13M010-EDirección estratégicaThe CEO of Britannia Industries Ltd, a manufacturer of bakery products, was at a crossroads. Two years earlier, the firm had started providing specially fortified biscuits to small groups of school-going children in selected locations in India. The product offered a step toward addressing the widespread national problem of malnutrition and, unlike corporate philanthropy, this initiative was an extension of what the company was fundamentally good ...Desde 8,20 €
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Future Group — Branding Private Labels
Niraj Dawar; Ramasastry ChandrasekharCaso IVEY-9B11A004-EDirección estratégica, MarketingIndia’s largest domestic retail group, the Future Group, is pursuing a novel private-label strategy. In a country dominated by small-scale retailers, it is using its scale to launch private-label brands in several product categories. It is planning to delink these new offerings from the store brand and make them available through other retailers. Future Group hopes to derive most of its growth over the next few years from this initiative.The case...Desde 8,20 €
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Indochino: Achieving Growth with Bricks and Clicks - Teaching Note
Kersi Antia; Ramasastry ChandrasekharNota del Instructor IVEY-8B20A018-EMarketingTeaching note for product 9B20A018.Desde 0,00 €
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GM: The Opel Decision
Darren Meister; Ramasastry ChandrasekharCaso IVEY-9B10M022-EDirección estratégicaIn July 2009, General Motors Company (GM),the world's second largest automotive enterprise, has come out of a bankruptcy orchestrated by the U.S. federal government. Leaner and focused after a 40-day exercise, GM is still a long way from a full-fledged financial recovery. The company is under a mandate to concentrate first on its U.S. market. Its European subsidiary, which manufactures the Opel cars, has been struggling for nearly a decade. The b...Desde 8,20 €
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Salesbrain LLC - B2B Communications
Dante Pirouz; Ramasastry ChandrasekharCaso IVEY-9B12A005-EDirección estratégica, Iniciativa emprendedora, MarketingIn May 2010, the “chief pain officer” of SalesBrain, a neuroscience-based marketing research and coaching company located in California, has been approached for advice by the marketing head of Digital Technology International (DTI), a Utah-based provider of technology solutions for the global publishing industry. DTI has been struggling with communicating the core value proposition of its offerings to customers, including leading newspaper publis...Desde 8,20 €
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Kraft Foods Canada: Targeting the Millennials
Allison Johnson; Ramasastry ChandrasekharCaso IVEY-9B16A015-EMarketingIn 2014, Kraft Foods Canada was working on an action plan for Kraft Singles, the company’s brand of processed cheese slices. Although the product had been targeted at Canadian families for decades, Kraft Singles needed to be repositioned toward Canadian millennial moms (those born between 1980 and 2000). The company faced three dilemmas. How should Kraft Canada make the brand messaging of Kraft Singles compelling to Canadian millennial moms? What...Desde 8,20 €