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Gestionar cuentas globales
Yip, George S.; Bink, Audrey J. M.Article HBS-R0709GMarketingLa gestión global de la cuenta (GAM) - que trata las operaciones de un cliente multinacional como una cuenta integrada, con términos coherentes para la fijación de precios, las especificaciones del producto y servicio - ha proliferado en la última década. Sin embargo, según la investigación de los autores, sólo alrededor de un tercio de los proveedores que han ofrecido GAM está satisfecho con los resultados. La mayoría infeliz puede estar sufrien...Starting at €8.20
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Managing Global Accounts
Yip, George S.; Bink, Audrey J. M.Article HBS-R0709G-EMarketingGlobal account management (GAM)--which treats a multinational customer's operations as one integrated account, with coherent terms for pricing, product specifications, and service--has proliferated over the past decade. Yet according to the authors' research, only about a third of the suppliers that have offered GAM are pleased with the results. The unhappy majority may be suffering from confusion about when, how, and to whom to provide it. Yip, ...Starting at €8.20
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The Multichannel Challenge at Natura in Beauty and Personal Care (B): Building a Successful Digital and Omnichannel Transformation
Farris, Paul W.; Guissoni, Leandro; Lourenço, Carlos Eduardo; Boccia, MurilloCase DARDEN-M-1022-EMarketingBetween 2013 and 2019, Natura undertook a set of initiatives to begin its digital transformation and accelerate the global expansion that resulted in it becoming the world's fourth-largest beauty group. Along with its traditional door-to-door operation, NStarting at €5.74
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The Multichannel Challenge at Natura in Beauty and Personal Care (A), (B), and (C) - Teaching note
Farris, Paul W.; Guissoni, Leandro; Boccia, Murillo; Ailawadi, KusumTeaching Note DARDEN-M-0943TNMarketingTeaching note for products M-0943, M-1022 and M-1023Starting at €0.00
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The Multichannel Challenge at Natura in Beauty and Personal Care (A)
Farris, Paul W.; Guissoni, Leandro; Ailawadi, Kusum; Boccia, MurilloCase DARDEN-M-0943MarketingFaced with declining market share and sales between 2014 and 2016, Natura, at the time Brazil’s second-largest brand in the cosmetics, fragrances, and toiletries market, was expanding its customer reach by moving from a direct-sales company to a multichanStarting at €8.20
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Vicks Health Care Division: El Proyecto Scorpio (A)
Yip, George S.; Williams, Jeffrey R.Case HBS-503S75MarketingLa División de Cuidado de la Salud Vicks carece de una entrada en forma sólida en el OTC resfriados categoría de cuidado y ha desarrollado un producto de "yo también". Los temas principales son si existe una oportunidad para que el producto, y si es así, cómo debe ser colocado. objetivos didácticos principales son el uso de datos de investigación de mercado como entrada para la evaluación de oportunidades de mercado y desarrollo de posicionamient...Starting at €8.20
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Vicks Health Care Division: El Proyecto Scorpio (C)
Yip, George S.; Williams, Jeffrey R.Case HBS-509S21MarketingRevela que los nuevos ejecutivos productos han decidido recomendar la expansión nacional. Ellos tienen que desarrollar un plan de marketing y la justificación preliminar. Hace hincapié en las opciones de los consumidores y la promoción comercial. Los estudiantes tienen que completar un período de cinco años proyectado de pérdidas y ganancias.Starting at €5.74
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The Multichannel Challenge at Natura in Beauty and Personal Care
Farris, Paul W.; Guissoni, Leandro; Ailawadi, Kusum; Boccia, MurilloCase DARDEN-M-0943-EMarketingFaced with declining market share and sales, Natura, Brazil’s second-largest brand in the cosmetics, fragrances, and toiletries market, expanded its customer reach by moving from a direct-sales company to a multichannel company. In 2014, Natura added online catalogs, physical stores, and drugstores to its well-established direct-selling model, but the results were disappointing. Between 2014 and 2016, three different Natura CEOs attempted to lead...Starting at €8.20
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The Multichannel Challenge at Natura in Beauty and Personal Care (A), (B), and (C) - Teaching note
Farris, Paul W.; Guissoni, Leandro; Boccia, Murillo; Ailawadi, KusumTeaching Note DARDEN-M-0943TN-EMarketingTeaching note for product M-0943Starting at €0.00