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Imaginarium
Berasategui Rodríguez, Laureano; Parés Canalias, Francisco; Renart, Lluís G.Case M-1173Information Technologies, MarketingA primeros de marzo de 2001, el presidente de Imaginarium se plantea las principales decisiones a tomar sobre la estrategia comercial de su empresa. Imaginarium es una cadena de 161 jugueterías, de las cuales 53 son tiendas propias y 108 tiendas franquiciadas. De ellas, 112 están en España y otras 49 en otros nueve países. Los principales dilemas de estrategia comercial parecen centrados sobre: 1) el proceso de internacionalización y desarrollo d...Starting at €8.20
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Indo dota a su red de ventas de una nueva tecnología móvil (A)
Almenar, E.; Comín, Marta; Sieber, SandraCase SI-168Information Technologies, Innovation and Change, Knowledge and CommunicationEn 2006, el fabricante óptico Indo se planteó dar un giro a la manera de trabajar del equipo de ventas de la división de gafas. La sustitución del material físico por información "on line" permitiría a sus comerciales trabajar con mayor agilidad y disponer de información siempre actualizada. Pero el nuevo sistema podía causar reticencias entre los clientes, acostumbrados a tocar el producto, y entre los mismos comerciales, reacios a cambiar un mo...Starting at €8.20
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Indo Gives its Sales Force New Mobility Technology (A)
Almenar, E.; Comín, Marta; Sieber, SandraCase SI-168-EInformation Technologies, Innovation and Change, Knowledge and CommunicationIn 2006, Indo, an optics manufacturer, decided to change the working method of its sales division for glasses. Physical material was replaced with online information that facilitated the work of the sales personnel and ensured they always had the most up-to-date information. But the new system was not completely accepted by clients, who were used to touching the product. Even some members of the sales staff were wary about changing an effective w...Starting at €8.20
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Indo Gives its Sales Force New Mobily Technology (B)
Almenar, E.; Comín, Marta; Sieber, SandraCase SI-169-EInformation Technologies, Innovation and Change, Knowledge and CommunicationAfter introducing a new sales system for glasses as a pilot program, Indo, an optical company, expanded the scope of its experiment to check the results. The case study describes how the sales personnel and clients accepted the change from a partially computerized system to one that was thoroughly computerized.Starting at €5.74
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Indo dota a su red de ventas de una nueva tecnología móvil (B)
Almenar, E.; Comín, Marta; Sieber, SandraCase SI-169Information Technologies, Innovation and Change, Knowledge and CommunicationTras haber introducido un nuevo sistema de ventas de gafas en una prueba piloto, la empresa óptica Indo amplió el alcance de su experimento para comprobar la fiabilidad de los resultados. El caso describe cómo aceptaron comerciales y clientes el cambio de un sistema parcialmente informatizado a otro digitalizado en gran medida.Starting at €5.74
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TiVo 2011
Tonijuan, Gemma; Comín, Marta; Valor Sabatier, Josep; Nueno, José LuisCase SI-178-EInformation Technologies, Knowledge and Communication, MarketingTiVo is a digital video recorder, developed and marketed by TiVo, Inc. and introduced in 1999. TiVo provides an electronic television programming schedule, whose features include "Season Pass" schedules which record every new episode of a series, and "WishList" searches which allow users to find and record shows that match their interests by title, actor, director, category or keyword. TiVo is facing declining revenues and is exploring a number o...Starting at €8.20
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Hewlett Packard: Designjet Online 2003
Parés Canalias, Francisco; Cabré, Carles; Renart, Lluís G.Case M-1175Information Technologies, MarketingEn enero de 1998, tras diversos dilemas y dudas, la Inkjet Commercial Division (ICD) puso en marcha Designjet Online, que era un programa de marketing relacional que tenía como eje principal una página web de información y soporte a los ya propietarios de impresoras de gran formato del parque mundial existente de HP. Tras más de cinco años de esfuerzos, los resultados alcanzados habían sido calificados de brillantes. Sin embargo, existían diverso...Starting at €8.20
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Imaginarium
Berasategui Rodríguez, Laureano; Parés Canalias, Francisco; Renart, Lluís G.Case M-1173-EInformation Technologies, MarketingIn early March 2001, the president of Imaginarium was mulling over the main decisions he had to take regarding his company's commercial strategy. Imaginarium is a chain of 161 toy stores, of which 53 are its own, and 108 are franchised. Of these, 112 are in Spain and 49 are spread across nine other countries. The dilemmas for the commercial strategy are: 1) the chain's internationalization and development program; 2) the launch of a new web page ...Starting at €8.20
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Hewlett Packard: Designjet Online 2003
Parés Canalias, Francisco; Cabré, Carles; Renart, Lluís G.Case M-1175-EInformation Technologies, MarketingIn January 1998, after a series of dilemmas and doubts, the Inkjet Commercial Division (ICD) set up Designjet Online, a relational marketing program, whose main axis was an information and support website for the existing owners of HP large-format printers worldwide. After more than five years of effort, the results achieved have been qualified as brilliant. Nevertheless, there have been a range of problems which have worried those in charge of t...Starting at €8.20