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Ametller Origen: más allá del retail
Nueno, José LuisCase M-1376Innovation and Change, Marketing, StrategyAmetller Origen es una cadena de distribución que ha experimentado un crecimiento exponencial de 0 a 111 tiendas, basadas en un posicionamiento de Km0, producto ecológico y con un modelo de integración vertical, junto con un posicionamiento Premium orientado a proporcionar una compra de productos sanos, con una pedagogía sobre cómo ha de ser la alimentación de las personas con una serie de actividades comerciales multicanal dirigidas a vender en ...Starting at €8.20
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Acquiring the First Thousand Customers (Spanish version)
Teixeira, Thales S.; Brown, MorganCase HBS-518S15MarketingBy 2016, two-sided online platforms (or marketplaces) were pervasive among the highest growing internet startups around. These marketplaces sought to match suppliers of assets for rent, physical products or services with customers demanding them. Among the most notable two-sided platforms in terms of their tremendous early growth were Airbnb, Etsy and Uber. They offered short-term property rentals, handcrafted goods, and car rides, respectively. ...Starting at €8.20
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Cipla (Spanish version)
Deshpande, Rohit; Winig, LauraCase HBS-520S15MarketingThe head of Cipla, a $325-million-dollar Indian pharmaceutical company and seller of low-cost AIDS drugs to South Africa, must decide what to do about Cipla's future. With India poised to enforce international patents in only two years, much of Cipla's product line could become unsaleable (given that it is based on product patents protected in industrialized countries). Describes Cipla's role in forcing global pharmaceutical companies to lower th...Starting at €8.20
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¿Necesita la Icónica Muñeca Barbie de Mattel un Cambio de Imagen? (Spanish version)
Karen Robson, Stefanie BeningerCase IVEY-W36708MarketingIn 2015, almost 60 years after being introduced to the market, the Barbie doll was one of the world’s most iconic toys. However, both the industry landscape and consumer preferences were changing, and Barbie was yet again in the spotlight as consumers criticized the toy for providing a narrow and unrealistic vision of how women should look, how they should dress, and the careers they should pursue. Sales and public perception of the doll were bot...Starting at €8.20
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HÄAGEN- DAZS. Nota del Instructor
García del Pueyo, J. L.Teaching Note IIST-MITN-224MarketingHäagen-Dazs es una marca internacional de helado que compite en el segmento premium y con una imagen percibida que destaca por su calidad y sofisticación. La empresa decidió en 2019 realizar un cambio de posicionamiento para incorporar a nuevos consumidores. Estaba bien posicionada en el segmento senior con su propuesta de valor de “lujo&placer” y comenzó a evolucionarla hacia el concepto “Everyday made extraordinary”,enfocado a los millennials y...Starting at €0.00
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Grupo AGQ
Portes Fdez, A.Case IIST-MI-81MarketingAGQ es un centro tecnológico dedicado a análisis químicos aplicados al sector agrícola, la empresa de transformación agroalimentaria y la industria medioambiental. Tras un rápido proceso de crecimiento en el mercado español decide abordar su expansión internacional en el año 2.000. A partir de su implantación en Chile y Perú, con filiales propias, entra en otros países de la región latinoamericana, para extender posteriormente su actividad a Euro...Starting at €8.20
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Anecoop 2014-2018. Nota del Instructor
Segura Alcaide, F.; Villafuerte Martín, A.Teaching Note IIST-MINT-130MarketingEn febrero de 2014 la dirección de Anecoop (la mayor cooperativa hortofruticola española y uno de los grandes operadores mundiales del sector) reflexionaba sobre los recientes resultados obtenidos, los mejores en toda la historia de la entidad. ¿En qué medida estos resultados habían sido fruto de las acciones acometidas en los últimos años? ¿Cuáles eran los nuevos retos que se presentaban para la cooperativa en aquel momento y qué líneas de actua...Starting at €0.00
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A Step Ahead (Spanish version)
Heskett, James L.; Kindley, James T.Case HBS-919S03Marketingwhether to expand distribution online (at the risk of diluting the brand, by attracting older customers) and whether to increase the frequency of introducing new styles (at the risk of more fashion "misses"). Altogether, Montes Cal ados may need to rethink the "Brazilian" positioning of its brand. The case is suitable for strategy and general management courses because it raises questions about a company's basic direction and business definiti...Starting at €8.20
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Marketing Antidepressants: Prozac and Paxil (Spanish version)
Moon, Youngme; Herman, KerryCase HBS-510S05MarketingDescribes the marketing of Prozac and Paxil, two of the best-selling mental health drugs in history. Set in 2001, several months before the expiration of Prozac's patent, Eli Lilly (Prozac's manufacturer) and GlaxoSmithKline (Paxil's manufacturer) must decide how to respond to the introduction of generic Prozac into the market.Starting at €8.20
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The Cayenne Launch (Spanish version)
Deighton, John; Avery, Jill; Fear, JeffreyCase HBS-520S01MarketingCan an online discussion forum supply insight into the evolution of brand meaning? In 2003 Porsche launched a sport utility vehicle, dividing Porsche purists from newcomers to the brand. Vocal members of online and offline Porsche communities ridiculed the Cayenne SUV and disapproved of the new breed of driver. Some opposed offering Porsche Club membership to them, and some even refused to extend the fraternal Porsche "wave" or headlight flashing...Starting at €8.20