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Market Research for a New Product Introduction (Brief Case) (Spanish version)
Rangan, V. Kasturi; Yong, SunruCase HBS-412S05Marketingconsumer marketing, market research, new product introduction, and quantitative analysis. TruEarth Healthy Foods, a maker of gourmet pastas, sauces, and meals, wants to build on its successful introduction of fresh whole grain pasta by introducing a similar product concept for pizza. In an increasingly competitive market, TruEarth is focused on beating its competition and wants to act quickly and decisively. The company conducts extensive market...Starting at €8.20
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Ethiopia: An Emerging Market Opportunity, Teaching Note
Quelch, John A.; Yong, SunruTeaching Note HBS-915502-EMarketingTeaching note for case 915501.Starting at €0.00
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Rosslyn Resource: Monetization and Sales Strategy
Dolan, Robert J.; Yong, SunruCase HBS-918509-EMarketingRosslyn Resource identifies exploration targets (potential mineral deposits) in the mining industry and advances them until the project can be monetized, usually through sale to a larger mining company, in return for an upfront fee and a royalty on future revenues. Rosslyn has invested heavily in developing proprietary, innovative equipment and geological data sets that would make exploration cheaper and faster. Rosslyn must decide what to do wi...Starting at €8.20
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Altius Golf and the Fighter Brand (Spanish version)
Dolan, Robert J.; Yong, SunruCase HBS-914S13MarketingAltius Golf is the clear leader in the golf ball market despite a long-term decline in the number of golfers and a drop in sales following the financial crisis. The firm has maintained its position by introducing generations of advanced, super-premium golf balls that allow their customers to emulate professional golfers. The company has been losing market share to lower-priced competitors and the CEO wants to introduce a new program called Elevat...Starting at €8.20
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Launching a New Motor Oil (Spanish version)
Quelch, John A.; Yong, SunruCase HBS-917S18MarketingAaron Jonnerson, vice president of marketing at the automotive division of Avellin, must make marketing mix decisions for the launch of Eco7, a new environmentally-friendly motor oil. The company's performance has been mediocre, shareholder pressure is increasing, and expectations are high for Eco7. However, Jonnerson faces significant challenges in ensuring a successful launch. The market for passenger car motor oil (PCMO) is mature and consumer...Starting at €8.20
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An Emerging Market Opportunity? (Spanish version)
Quelch, John A.; Yong, SunruCase HBS-918S09MarketingAn Emerging Market Opportunity? case centers on the potential and challenges of entering an emerging market. It provides a brief overview of the Ethiopian market, market reforms and policies, and the business environment faced by foreign companies. Three multinational businesses, CareCo, ShoeCo, and MedCo, must decide whether and how to enter the Ethiopian market. Students are asked to make a recommendation for each company based on the attracti...Starting at €8.20
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Alpen Bank: Launching the Credit Card in Romania, Teaching Note
Rangan, V. Kasturi; Yong, SunruTeaching Note HBS-4563-EMarketingTeaching Note for 4559.Starting at €0.00
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Altius Golf and the Fighter Brand, Teaching Note
Dolan, Robert J.; Yong, SunruTeaching Note HBS-913579-EMarketingTeaching Note for Product #913578Starting at €0.00
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Eco7: Launching a New Motor Oil, Teaching Note
Quelch, John A.; Yong, SunruTeaching Note HBS-916508-EMarketingTeaching note for case 916507.Starting at €0.00
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TruEarth Healthy Foods: Market Research for a New Product Introduction (Brief Case)
Rangan, V. Kasturi; Yong, SunruCase HBS-4065-EMarketingWhen students have the English-language PDF of this Brief Case in a coursepack, they will also have the option to purchase an audio version. Topics covered include: consumer marketing, market research, new product introduction, and quantitative analysis. TruEarth Healthy Foods, a maker of gourmet pastas, sauces, and meals, wants to build on its successful introduction of fresh whole grain pasta by introducing a similar product concept for pizza. ...Starting at €8.20