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Mountain Dew: The Most Racist Soft-drink Commercial in History
Jana Seijts; Paul BigusCase IVEY-9B13A021-EMarketingPepsiCo faces criticism after releasing a series of online advertisements for Mountain Dew that featured an angry Mountain Dew–drinking goat, a battered white woman on crutches and the goat in a police lineup of all black men. Critics are offended by the advertisement’s portrayal of violence toward women and racial stereotypes. As the public outcry spreads, Mountain Dew’s senior brand manager needs to devise a course of action or risk damage to o...Starting at €8.20
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Toyota: Accelerator Pedal Recall (B)
Jana Seijts; Paul BigusCase IVEY-9B11M078-ELeadership and People Management, Marketing, StrategyThis case is a supplement to Toyota: Accelerator Pedal Recall (A).Starting at €5.74
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Research in Motion: Blackberry Blackout (B)
Jana Seijts; Paul BigusCase IVEY-9B12M045-ELeadership and People Management, Marketing, StrategyThis case is a supplement to Research in Motion: Blackberry Blackout (A).Starting at €5.74
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LEGO Group: Building Strategy
Darren Meister; Paul BigusCase IVEY-9B11M086-EMarketing, StrategyThe world famous toymaker, The LEGO Group, assembled an internal management team to create a strategic report on LEGO’s different product lines and business operations. In recent years, numerous threats to LEGO had emerged in the toy industry. The acquisition of Marvel Entertainment by The Walt Disney Company created major implications for valuable toy license agreements. LEGO had also recently lost a long legal battle with major competitor MEGA ...Starting at €8.20
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Netflix: The Public Relations Box Office Flop
Jana Seijts; Paul BigusCase IVEY-9B12M049-ELeadership and People Management, Marketing, StrategyOn the morning of September 19, 2011, the chief executive officer (CEO) of the online movie provider Netflix Incorporated became witness to growing public discontent and media criticism directed at the company. The previous evening, the CEO had announced on the company blog that Netflix would be splitting into two separate entities. With the proposed change, the Netflix DVD-by-mail service would be spun out and renamed Qwikster. The move would le...Starting at €8.20
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Research in Motion: Blackberry Blackout (A)
Jana Seijts; Paul BigusCase IVEY-9B12M044-ELeadership and People Management, Marketing, StrategyMike Lazaridis, co-CEO of Research in Motion (RIM), faced a situation of truly disastrous proportions. Earlier that week, service outages had started occurring on RIM’s popular BlackBerry smartphone devices, affecting over 30 million BlackBerry users globally. For a total of three days, RIM engineers worked around the clock to fix the widespread technical problems. However, with the company providing only brief comments to the public, many consum...Starting at €8.20
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Content Marketing: What It Is and How to Do It Well
Gallo, Iñigo; Segarra, Javi; Jiang Wang, ÁngelaTechnical Note MN-407-EMarketingContent marketing has garnered a lot of attention in a very short period of time. More and more B2C and B2B companies are jumping into content marketing and claiming it works for them. However, this also means there is a content overload: it is increasingly harder for any given company to be noticed and generate impact. In this technical note, the authors provide insights on why content marketing is so attractive for marketers, and how your compa...Starting at €8.20
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INSITE: la simplificación del big data
Sendagorta, Paloma; Gallo, Iñigo; Jiang Wang, ÁngelaCase M-1384MarketingInsite es un programa de software de inteligencia comercial orientada al cliente desarrollado por una empresa de consultoría europea. La división de la península ibérica obtuvo malos resultados en 2020. Al director le preocupa especialmente el número de demos que se ofrecen a los clientes potenciales: las demos concedidas por el equipo de ventas han aumentado, mientras que las ventas han disminuido. La dirección debe replantearse el proceso de co...Starting at €8.20
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INSITE: Simplified Big Data
Sendagorta, Paloma; Gallo, Iñigo; Jiang Wang, ÁngelaCase M-1384-EMarketingInsite is a customer business intelligence software developed by a European consulting company. The Iberia branch has had poor results during 2020. Of particular concern to the manager is the number of demos that are offered to potential clients: demos granted by the sales team have increased, while sales have decreased. Management has to review the process for granting demos. In particular, the case presents three such decisions: clients who are...Starting at €8.20
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Marketing de contenidos: qué es y cómo hacerlo bien
Gallo Martinez, Íñigo; Segarra, Javi; Jiang Wang, ÁngelaTechnical Note MN-407MarketingEl marketing de contenidos ha recibido mucha atención en un muy poco tiempo. Cada vez más empresas B2C y B2B lo practican y aseguran que les funciona. Pero esto ha provocado una sobrecarga de contenidos: cada vez es más difícil será hacerse notar y generar impacto. En esta nota técnica, los autores explican por qué el marketing de contenidos resulta tan atractivo para los marketers y cómo tu empresa debería abordarlo para crear contenidos impacta...Starting at €8.20