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Fengshou Crab Manor
Yan Gong; Liman Zhao; Liang DongCaso IVEY-9B16M063-EDirección estratégica, Iniciativa emprendedoraSince its founding in 2002, Fengshou Crab Manor had become one of the top brands in China’s mitten crab sector by using a distinctive gift voucher model. The company had attracted over 100,000 loyal customers from companies and non-profit institutions in Beijing and Shanghai. At the beginning of 2013, however, the government’s Central Committee unveiled an eight-point code of conduct to reduce bureaucracy and boost ties with the public, which adv...Desde 8,20 €
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PhoneWin: Winning in Rural Markets
S. Ramakrishna Velamuri; Yan Gong; Liman ZhaoCaso IVEY-9B17M096-EDirección estratégica, Iniciativa emprendedoraIn 2014, Jiangsu Huabo Industrial Group Co. Ltd. brought together offline logistics services and an online platform to create Jiangsu PhoneWin Logistics Management Co. Ltd. (PhoneWin). PhoneWin’s purpose was to exploit e-commerce opportunities for phones and related services in small towns and villages in China. Although competition was fierce from several large e-commerce companies in Tier 1 and Tier 2 cities, PhoneWin achieved some success. By ...Desde 8,20 €
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Mary Kay China: People and Love
Jean Lee; Liman Zhao; Yunting LuCaso IVEY-9B17C006-EDirección estratégica, Liderazgo y Dirección de personasMary Kay (China) Cosmetics Co., Ltd. (Mary Kay China) was one of China’s leading direct-enterprises in skincare products and cosmetics. In September 2015, the president of Mary Kay China was considering how best to continue to grow the company in the face of increasing e-commerce. The parent company and all its subsidiaries ascribed to the mission of enriching women’s lives; its guiding principles emphasized relationships and connections between ...Desde 8,20 €
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The Alibaba Group and Online to Offline (O2O) Sales
Neil Bendle; Xin (Shane) Wang; Xiaoqian (Vivian) ChenCaso IVEY-9B15A035-EDirección estratégica, MarketingIn the fall of 2014, the Alibaba Group, an e-commerce company that operates domestic and international marketplaces and provides Internet-based services from its headquarters in Hangzhou, China, startled the world with its record-breaking initial public offering on the New York Stock Exchange. The company’s business plan differs from other major Internet companies such as Amazon and eBay by its strategies that are tailored to the particular circu...Desde 8,20 €
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Fengshou Crab Manor - Teaching Note
Yan Gong; Liman Zhao; Liang DongNota del Instructor IVEY-8B16M063-EDirección estratégicaTeaching note for product 9B16M063.Desde 0,00 €
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Analyzing the Success of “Retailers”
Neil Bendle; Xin (Shane) WangEjercicio IVEY-9B15A045-EMarketingKelsey, a newly minted MBA hired by a firm that provides analysis of companies, has been given a task to present an assessment of six very different firms described by her manager as “retailers.” She has been given the performance details of these companies and is expected to quickly analyze the metrics related to the firms’ performance, such as return on assets, inventory turns and staff productivity. Her manager also wants her to assess and com...Desde 8,20 €
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Survival of the Best Fitted
Mark B. Vandenbosch; Neil Bendle; Ranjan BanerjeeArtículo IVEY-9B19TB02-EDirección estratégicaTo avoid extinction in the Age of Disruption, managers need to know that many evolutionary concepts are misapplied when used to illuminate business strategyDesde 8,20 €
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Snap Inc.: Becoming a “Camera Company” - Teaching Note
Neil Bendle; Ken MarkNota del Instructor IVEY-8B19A023-EMarketingTeaching note for product 9B19A023.Desde 0,00 €
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BEworks: Experimentation in Business - Teaching Note
Neil Bendle; Katie ChenNota del Instructor IVEY-8B17A053-EMarketingTeaching note for product 9B17A053.Desde 0,00 €
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BEworks: Experimentation in Business
Neil Bendle; Katie ChenCaso IVEY-9B17A053-EMarketingIn 2016, a luxury cosmetic company approached BEworks Inc. (BEworks), a management consulting firm based in Toronto, Ontario, to gain a better understanding of its customers in an effort to develop better-tailored communications. BEworks was the world’s first management consulting firm to specialize in solutions for real-world challenges by applying behavioural economics—an emerging field that sought to understand human behaviour in the context o...Desde 8,20 €