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Web Analytics: Demystifying Performance Marketing
Gallo, Iñigo; Valentí, Albert; Segarra, JavierTechnical Note MN-406-EMarketingIn this note, we provide a simple guide to assess your company's performance along the critical business phases of attracting visitors to your site, converting those visitors into customers, and having them come back. We keep concepts simple and stay away from unnecessary sophistication. Armed with this basic knowledge, you should be able to understand the principal goals, potential issues, and lines of work regarding your online presence.Starting at €8.20
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Estrategias para atraer al nuevo consumidor
Villanueva, Julian; Ferrándiz, Luis; Gallo, Iñigo; Townsend, Claudia; Skiera, Bernd; Ringel, Daniel M.Dossier DOS-32Information Technologies, Marketing, Strategy¿Cómo ha cambiado el “viaje del cliente”? ¿De qué manera podemos adaptarnos a la realidad de hoy?Starting at €15.00
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Strategies to Reach the Changing Consumer (Portuguese Version)
Villanueva, Julian; Ferrándiz, Luis; Gallo, Iñigo; Townsend, Claudia; Skiera, Bernd; Ringel, Daniel M.Dossier DOS-32-PBInformation Technologies, Marketing, StrategyTech is changing how we do business. Break out of your bubble and learn to manage better in a digital age.Starting at €15.00
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Money & Morals: The Minimum Wage and the American South
Varley, Pamela; Robichaud, ChristopherCase HBS-KS1233-EEconomicsIn 2014, U.S. President Barack Obama called on Congress to raise the federal minimum wage from $7.25 per hour to $10.10. To the surprise of no one, Congressional Republicans blocked the move, as they had a similar proposal the year before. Seeing little hope of federal action, wage activists turned their sights on state and local governments. Riding a tide of popular support, dozens of jurisdictions voted in hikes in their own state and city mini...Starting at €8.20
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Choosing the Road Less Traveled: How Cycling Took Hold in Copenhagen
Varley, Pamela; Mayne, QuintonCase HBS-KS1248-EEconomicsIn the first two decades of the 21st century, Copenhagen has vaulted to international attention for its enthusiastic bicycle culture and infrastructure. While it's tempting to dismiss this accomplishment as inherently easy because it took place in a city and country known for socially liberal politics, this case-by summarizing the history of cycling politics and policy in Copenhagen since the 1970s-shows that the evolution of Copenhagen as a bike...Starting at €8.20
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Negotiating Toward the Paris Accords: WWF & the Role of Forests in the 2015 Climate Agreement
Varley, Pamela; Wilkinson, RobertCase HBS-KS1256-EIn the lead-up to the United Nations' 2015 climate summit in Paris, excitement ran high and so did anxiety. Negotiators hoped for a new international agreement, the first such effort since the disappointing collapse of negotiations six years earlier in Copenhagen. But the text of the agreement was still subject to debate. This case focuses on the efforts of one mid-level participant in the process, Josefina Bra a-Varela, policy director for Fore...Starting at €8.20
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New Peril, Old Adversary: George W. Bush, 9/11, & Iraq (A): The United States & Iraq, 1980 to 2002
Varley, Pamela; Westad, ArneCase HBS-KS1267-EEconomicsThe U.S. choice to go to war with Iraq, beginning in March 2003, was enormously consequential. This two-part case, developed for an HKS course called "Power Shifts: Understanding Global Change Through History," goes back in time to trace the evolution of American policy toward Iraq prior to 9/11, and the shift in thinking that led to war with Iraq during the administration of George W. Bush. The two parts of the case cover different parts of the ...Starting at €8.20
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The Challenge of Adapting to Climate Change: King County Brings Local Action to a Global Threat
Garcia-Rios, Patricia; Varley, Pamela; Donahue, John D.Case HBS-HKS107-EThis public leadership case puts students in the shoes of King County Executive Ron Sims, the top elected official in Washington State's largest and most diverse county. The year is 2005, and Sims wishes to take a high profile leadership role on the climate change issue-locally and on the national stage-by tackling the nearly uncharted realm of "adaptation," preparing at the local level for impacts of climate change considered inevitable. In addi...Starting at €8.20
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The Challenge of Adapting to Climate Change: King County Brings Local Action to a Global Threat: Sequel
Varley, Pamela; Donahue, John D.Case HBS-HKS108-EThis sequel reveals which actions the County took, and describes the outcome of each in brief. It also includes two exhibits: a summary of the "goals and actions" outlined in the adaptation section of the 2007 King County Climate Plan and a list of executive orders intended to reduce the county's contribution to global warming. In addition to addressing certain generic leadership challenges-how to navigate the difficult intersection of politics a...Starting at €8.20
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Buying Property in a Hot Market: NYC Creates a Fund to Keep Affordable Housing Developers in Play
Garcia-Rios, Patricia; Varley, Pamela; Goldsmith, StephenCase HBS-HKS110-EThis case is accompanied by a Video Short that can be shown in class or included in a digital coursepack. Instructors should consider the timing of making the video available to students, as it may reveal key case details. This three-part case study presents the initial problem, the thinking, the politics, and the design negotiations that produced New York City's "NYC Acquisition Fund" in August 2006. The case concludes with a brief round-up of ...Starting at €8.20