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Worldwide Niche Marketing (Spanish version)
Moriarty, Rowland T., Jr.; McQuade, KristaCase HBS-504S18MarketingDeals with the issue of niche marketing in a worldwide market. Barco Projection Systems makes video, data, and graphics projectors for the industrial market. They have traditionally been the performance leader. In August 1989, Sony Corp. introduced a higher performance graphics projector at a considerably lower price than Barco's existing projector. As a result, Barco is faced with being preempted in their fastest growing segment by a competitor ...Starting at €8.20
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Alcatel-Lucent: Marketing the Cell Phone as a Mobile Wallet
Camacho, Nuno; Verniers, Isabel; García Pont, Carlos; Stremersch, StefanCase M-1279-EInformation Technologies, Innovation and Change, MarketingAlcatel-Lucent (ALU) was gearing up for the launch of a new business: mobile payment services. Mobile payment involves cash transactions between consumers and merchants or between consumers using their mobile phones. The emergence of a new technology in which ALU had strong expertise - near-filed communication (NFC) - represented a huge opportunity, as analysts expected the market for mobile payments to explode in the coming years. But to avoid p...Starting at €8.20
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Kyrö Distillery Company: Brutally Finnish in Japan
Miikka J. Lehtonen, Arto Lindblom, Gene ThompsonCase IVEY-W34817-EMarketing, StrategyKyrö Distillery Company (Kyrö), founded in 2012 in Isokyrö, Finland, focused on producing rye whisky from Finnish rye. However, it took an average of three years for one batch of whisky to be produced and ready for sale, so, to cover their costs and stay afloat, the founders decided to start producing gin, which could be produced faster. As luck had it, in 2014, Kyrö’s rye-based Napue Gin was named the best gin in the gin-and-tonic category in th...Starting at €8.20
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On Your Bike! Using Marketing Mix to Drive Successful Bicycle Sharing Programs in Europe
Winig, Laura; Laidler-Kylander, Nathalie; Strauss, StevenCase HBS-KS1119-EMarketingEuropean municipalities, eager to increase the use of environmentally friendly forms of public transportation, offered bicycle sharing programs as adjuncts to their public transportation systems. This case focuses on the bicycle sharing systems in three mid-sized European cities: Mainz, Germany, Lille, France and Antwerp, Belgium. The case describes the market segments within each city and lays out the marketing mix variables-the 4Ps (product, pr...Starting at €8.20
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F-Secure Corporation: Software as a Service (SaaS) in the Security Solutions Market, Teaching Note
Austin, Robert D.; Applegate, Lynda M.; Lyytinen, Kalle; Penttinen, Esko; Saarinen, TimoTeaching Note HBS-809151-EMarketingTeaching Note for [809099].Starting at €0.00
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Angry Birds
Gupta, Sunil; Rood, DharmishtaCase HBS-512033-EMarketingTo maximize their effectiveness, color cases should be printed in color. Within months of its launch in December 2009, Angry Birds, a mobile game created by a small Finnish company, Rovio Entertainment Ltd., became an international hit. By late 2011, Rovio was not only making Angry Birds games for the iPhone, Android and other mobile platforms, but it had also expanded into plush toys, cookbooks, animation videos and licensing arrangement with ma...Starting at €8.20
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Allianz: Optimizing Customer Acquisition Strategy using Machine Learning
Bjarne Brié; Tineke Distelmans; Kristof Stouthuysen; Tim Verdonck; Christopher Grumiau; Thoppan Mohanchandralal SudamanCase IVEY-W27305-EMarketingIn October 2019, the regional chief data and analytics officer at Allianz AG, Belgium, attended a two-hour strategy meeting with the Allianz Benelux chief executive officer, who had expressed concerns about the company’s digitalization strategy. A few days earlier, the marketing department had found that online sales channel results had fallen unexpectedly. The chief executive officer was worried that the company could lose market share if it did...Starting at €8.20
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Vertu: Nokia’s Luxury Mobile Phone for the Urban Rich
Ken Kwong-Kay WongCase IVEY-9B11A040-EEntrepreneurship, Marketing, StrategyNokia, headquartered in Finland, was a global telecommunications equipment manufacturer. It operated Vertu, a luxury mobile phone brand that had pioneered the luxury mobile phone market in the late 1990s by using precious materials such as diamonds, sapphires, titanium, and exotic leather for phone production. The company had enjoyed impressive growth in almost 70 countries and had sold hundreds of thousands of phones in the eight years since its...Starting at €8.20
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Vertu: Last Call for British Luxury Mobile Phone Maker
Margaret Osborne; Ken Kwong-Kay WongCase IVEY-9B19A005-EMarketing, StrategyVertu Corporation Limited (Vertu), a manufacturer and retailer of luxury mobile phones, was founded as a subsidiary of Nokia in 2000. It was later acquired by a Swedish private equity firm in 2012, and then sold to Godin Holdings in 2015. Despite these multiple corporate ownership transitions, Vertu had remained uniquely positioned, differentiated by its phones’ bejewelled embellishments and a worldwide concierge service available at the touch of...Starting at €8.20
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Komatsu: The Rise of a Service-Dominant Logic
Stremersch, Stefan; Keko, ElioCase M-1328-EMarketingIt was early 2015 and executives of Komatsu Europe International N.V., whose main business is the sale of mining and construction equipment through multiple distributors across Europe, were exchanging views on the business model that would drive their future. They had seen many changes inside and outside the industry in recent years, and Komatsu was facing a growing need to adapt its current way of doing business. The team had been debating each ...Starting at €8.20