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AJE GROUP: en busca del crecimiento perdido
Nueno, José Luis; Bazán, MiguelCase M-1350Innovation and Change, Marketing, StrategyActualización del caso "Aje: vendiendo refrescos a la base de la pirámide" (M-1254), con los hechos de 2016. Durante el ejercicio 2015, convergieron una serie de tendencias macroeconómicas adversas (un entorno económico global incierto y la apreciación del dólar frente a las demás monedas) que, junto un incremento de la competencia y una caída de las ventas en sus mercados claves, provocó que la empresa tuviera que adoptar una serie de medidas ne...Starting at €8.20
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AJE GROUP: Porsuing Lost Growth
Nueno, José Luis; Bazán, MiguelCase M-1350-EInnovation and Change, Marketing, StrategyThis case is an update of "Aje: Selling Drinks to the Base of the Pyramid" (M-1254-E), including the events of 2016. A series of adverse macroeconomic trends converged during financial year 2015 (an uncertain global economic climate and the appreciation of the dollar compared with other currencies), along with an increase in competition and a drop in sales in key markets. These factors forced the company to implement a series of measures to corre...Starting at €8.20
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Holly G: Pasarse a la venta online durante la COVID-19
Palencia Herrero, Luis; Soler Vila, Eduardo; Milla, AdolfCase ASN-86Innovation and Change, Leadership and People ManagementEn julio de 2020, después del primer confinamiento debido a la COVID, una cadena de moda femenina formada por nueve tiendas tenía que decidir si lanzar o no un canal de venta online y, lo que es más importante, cómo hacerlo.Starting at €8.20
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Holly G: Going Online During COVID-19
Palencia Herrero, Luis; Soler Vila, Eduardo; Milla, AdolfCase ASN-86-EInnovation and Change, Leadership and People ManagementIn July 2020, and after the first COVID confinement, a women fashion retail chain of 9 stores must to decide whether to launch an online channel or not and, more important, how to implement the change.Starting at €8.20