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La Gazzetta di Lecce. Investigar para decidir
Gómez González, C.; García del Pueyo, J. L.Case IIST-MI-161MarketingLa Gazzetta di Lecce era el periódico más antiguo del Grupo Bianco, empresa familiar propietaria de varias cabeceras en el sur de Italia (Apulia). Durante la década de 2000 este grupo experimentó un gran crecimiento, que se tradujo en un fuerte apalancamiento financiero, pero que le permitió alcanzar una posición de liderazgo regional. Al estallar la crisis económica de 2007, tuvo que hacer frente a cuantiosos recortes de gastos para garantizar s...Starting at €8.20
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ORANGE y la experiencia de cliente en el entorno digital. Nota del Profesor
García del Pueyo, J. L.; Arana, J.Teaching Note IIST-MITN-212MarketingORANGE es una de las tres grandes compañías de telecomunicaciones que operan en España. El competitivo mercado al que se enfrenta hizo que la empresa reorientara en 2015 su gestión hacia el cliente y como evolución de ello, estableció en 2019 8 customer journeys. Para fundamentar sus acciones hacia los clientes la empresa utiliza sistemas de investigación NPS y una política de omnicanalidad compleja en sus distintos canales de comunicación y dist...Starting at €0.00
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Principios de Marketing para la Dirección: Parte I: Fundamentos Generales
García del Pueyo, J. L.Technical Note IIST-MIN-24MarketingEsta Nota Técnica esta dividida en tres partes complementarias y secuenciales que tienen como finalidad ofrecer una visión introdcutoria y general del marketing, con el objetivo de facilitar su aplicación por los y empresarios. El hilo conductor de las tres entregas es la realización de un análisis de las variables que el marketing ofrece para optimizar la función comercial. Se abordan, el rol del mercado y el análisis del entorno, el sentido del...Starting at €8.20
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HÄAGEN- DAZS
García del Pueyo, J. L.Case IIST-MI-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 €8.20
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Flying Around Real Estate Development: Persuading with Data Visualizations
Batova, Tatiana; Ruediger, Stefan; Yemen, GerryCase DARDEN-BC-0285-EFinanceThis case and data set can be used in a course on storytelling with data to explore how various types of maps in combination with other types of charts drive decision-making. It is designed for working with Tableau but can be easily adapted for other data visualization software. The case also offers an opportunity to help students understand there is a difference between visual persuasion and visual dishonesty. In the case, a project manager (Lo...Starting at €8.20
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Philips: Developing a Marketing Strategy for LED Bulbs - Teaching note
Wilcox, Ronald T.; Yemen, Gerry;Teaching Note DARDEN-M-1033TN-EMarketingTeaching note for product M-1033Starting at €0.00
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Upli: Financial Health Appiness (A)
Cian, Luca; Yemen, GerryCase DARDEN-M-1026MarketingThis field-based case, the first of a trio that includes UVA-M-1027 and UVA-M-1028, explores the qualitative and quantitative research a start-up platform in the financial industry undertook in its early growth stages. Upli founders Michael Krause and Christof Meyer sought to understand people’s problems when it came to financial health, the best consumers their product could target, and the set of features that would present the largest market o...Starting at €8.20
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Upli: Financial Health Appiness (C)
Cian, Luca; Yemen, GerryCase DARDEN-M-1028MarketingThis case, the third and final in a series that begins with “Upli: Financial Health Appiness” (UVA-M-1026), reveals Upli founders Michael Krause and Christof Meyer’s move forward to design the Upli MVP and push it out to a small group of people. It also offers insight into entrepreneurial motivation to keep moving forward and financing entrepreneurial ventures.Starting at €5.74
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Upli: Financial Health Appiness (A)
Cian, Luca; Yemen, GerryCase DARDEN-M-1026-EMarketingThis field-based case set uses qualitative and quantitative research during the early stages of app development to unfold circumstances that allow for an analysis of the problems people have around financial health, consumer insights, and the largest market opportunity. The material provides the opportunity to explore data gathered through focus groups, quantitative survey research, and factor analysis for segment inputs. This further enables exp...Starting at €8.20
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Upli: Financial Health Appiness (B)
Cian, Luca; Yemen, GerryCase DARDEN-M-1027-EMarketingThis field-based case set uses qualitative and quantitative research during the early stages of app development to unfold circumstances that allow for an analysis of the problems people have around financial health, consumer insights, and the largest market opportunity. The material provides the opportunity to explore data gathered through focus groups, quantitative survey research, and factor analysis for segment inputs. This further enables exp...Starting at €5.74