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How Stories Drive Growth: HSN
Aaker, J; Schifrin, DCase SGSB-M348B-EMarketingStories play an important role in business. They are a powerful tool for persuasion and useful in the context of understanding customers, building brands and leading teams. Set in 2014, the case explores how stories can drive the growth of a company, focusing on HSN Inc., the $3 billion interactive, multi-channel retailer. When Mindy Grossman became CEO of HSN in 2006, she had three major challenges: create a new story for a 30-year old company t...Starting at €8.20
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Atmel: Igniting the B2C in B2B -Teaching Note
Shiv, Baba; Hoyt, DavidTeaching Note SGSB-M360TN-EMarketingAtmel Corporation is a manufacturer of semiconductors (chips). It is an engineering-driven business-to-business company, and prior to 2012 its marketing was largely limited to preparation of specifications, launching new products, and trade shows. In 2012, it hired Sander Arts as Vice President of Marketing. Arts was not an engineer, and had very different ideas about how marketing could add value to the company. For instance, he believed tha...Starting at €0.00
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Zappos.com:Developing a Supply Chain to Deliver now!
Hoyt, David; Marks, MichaelCase SGSB-GS65-EService and Operations ManagementZappos was founded in 1999, during the Internet boom, to sell shoes online. The company’s founding premise was to provide the ultimate in selection to its customers—all brands, styles, sizes, and colors. Zappos organized all aspects of its business (including recruiting, culture, call center, inventory, website, and supply chain) to provide the best possible service—it wanted to “wow” everyone who interacted with the company, from customers to e...Starting at €8.20
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Cisco Systems, Inc.: Collaborating on New Product Introduction - Teaching note
Lee H; Shao MTeaching Note SGSB-GS66TN-EService and Operations ManagementIn November 2007, a global, cross-functional team at Cisco Systems, Inc. was seeking management approval to start manufacturing a new router, code-named Viking. The team faced a host of challenges in launching the low-cost but powerful router for telecommunications service providers. After overhauling the project to sharply increase the router’s planned speed and capacity, the company had just one year to launch the product, an unusually fast s...Starting at €0.00
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Quirky: A Business Based on Making Invention Accessible
Marks M; Hoyt DCase SGSB-GS84-EService and Operations ManagementBen Kaufman founded Quirky in 2009 to enable anyone with a product idea to access an online network of people to help evaluate and improve the idea, and potentially bring it to market. By the end of 2012, Quirky was shipping 74 products, and had many more in development. Its products were sold in 35,000 stores worldwide. Each week, the company took three products into the research and development process, out of more than 1,000 submitted onlin...Starting at €8.20
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The Seattle Center Arena (A): Can't Find a Better Man
Foster, George; Johnson, ChristyCase SGSB-SPM56A-EService and Operations ManagementOn December 5, 2018 The Oak View Group (OVG) broke ground on the Seattle Center Arena (SCA) project. The cost of the project was not insignificant—and it continued to rise. Originally projected to cost $564 million, at groundbreaking the price tag stood at $850 million. Seattle sports fans were thrilled with the project. The city of Seattle had been without a winter sports team since 2008 when the Seattle SuperSonics, a National Basketball ...Starting at €8.20
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Creating a Process-oriented Enterprise at Pinnacle West
T.S. RaghuCase IVEY-9B10E002-ECorporate Governance, Information Technologies, Service and Operations Management, StrategyPinnacle West is in the energy-related services business and headquartered in Phoenix, Arizona. Its largest subsidiary, APS, is a power utility that serves over a million customers across Arizona. The case was written when one of the biggest recessions in recent history hit global and U.S. markets. Written from the perspective of the vice-president and chief information officer, the case chronicles the various recent successful process change ini...Starting at €8.20
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AT&T Wireless: Text Messaging
Vaughan S. Radcliffe; Mitchell Stein; Michael LickverCase IVEY-9B11B005-EAccounting and Control, Marketing, StrategyThis case examines AT&T’s wireless business with a focus on its text messaging services. The industry features a high proportion of fixed costs in relation to acquiring spectrum and building a network. Variable costs are relatively low, especially in the case of SMS text messages. Pricing and margins in text messaging have attracted regulatory scrutiny in the Unites States, Canada, and elsewhere. The case requires the use of key concepts in cost ...Starting at €8.20
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NJOY, Inc.
Allison Johnson; Ramasastry ChandrasekharCase IVEY-9B15A032-EEntrepreneurship, MarketingNJOY, Inc., an electronic-cigarettes enterprise based in Phoenix, Arizona, conducted some Experiential Concept Tests (ETCs) on a sample size of 215 panelists. The sample included a mix of gender, age, education and income. It also included a mix of users and non-users of electronic cigarettes. In light of the consumer insights gained from the ETCs, NJOY Inc. wants to leverage the results to resolve three particular issues and pave the company’s w...Starting at €8.20
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United Airlines’ Service-recovery Challenge After Reputation Meltdown
Sandeep Puri; Kushal Dev Kashyap; Gaganpreet SinghCase IVEY-9B18A015-EMarketingIn 2017, United Airlines suffered a blow to its corporate reputation throughout the United States and international markets, including China, mainly due to an incident on United flight 3411, in which an airport enforcement officer forcibly dragged a passenger out of a plane. The inadequate public relations reaction following the incident and ineffective crisis management left the company reeling. The company became subject to scathing social medi...Starting at €8.20