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Claves para coordinar alianzas de valor
Ariño, Africa; Andreu i Civit, RafaelArticle ART-3133Information Technologies, Innovation and Change, Knowledge and Communication, StrategyUna alianza en el sector de la salud ilustra cómo las partes pueden coordinar sus actividades de forma eficiente para mejorar el rendimiento conjunto. A partir de una visión de la empresa basada en el conocimiento, los autores identifican los componentes "micro" en los que se basa la coordinación en la empresa y extrapolan este modelo a las alianzas. Centrándose en cómo las capacidades individuales, el conocimiento, las rutinas y los esquemas de ...Starting at €8.20
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Wonderful decisions
García-Castro, Roberto; Ariño, Miguel AngelArticle ART-3342-EDecision Analysis, Leadership and People Management, StrategyOne of the hardest things for companies to do is to make good, sound decisions on a consistent, long-term basis. To make wonderful decisions, companies need to strike the right balance between effectiveness, attractiveness and unity, and then hone their strategic, executive and leadership abilities. These diagnostic tools may help.Starting at €8.20
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Shri Mahila Griha Udyog Lijjat Papad: It's A Women-Only Business
Isabella, Lynn A.; Yemen, Gerry; Mattoo, Nirja; Venkatesan, Rajkumar; Wicks, Andrew C.Case DARDEN-OB-1091-ELeadership and People ManagementThe story of Lijjat offers an opportunity to challenge students to think about what a business is for. It can be used to explore students’ cultural intelligence starting point and discover what they need to learn from others who are different from them. The material lends itself to explore the concepts of missions, visions, values, strategies, and goals in the context of a highly successful business in India. For many years, members of the same f...Starting at €8.20
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Catalina Marketing Corporation: Developing a Retailer Value Proposition
Venkatesan, Rajkumar; Leliveld, IngmarCase DARDEN-M-0764-EMarketingThis case tracks the relationship between Catalina, a provider of customized coupons for consumer packaged goods manufacturers, and the Meijer Stores supermarket chain. An optional instructor-only multimedia product is available featuring top company executives talking about the co-creation of this new product with a major customer. Class discussion centers on the challenges of executing a co-creation initiative in business-to-business settings. ...Starting at €8.20
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The Tata Nano: The People's Car (A)
Farris, Paul W.; Venkatesan, Rajkumar; Kishore, N. Raghu; Lemley, AmyCase DARDEN-M-0768-EMarketingStudents identify promotion, price, place, segment, targeting, and positioning for marketing “the world’s cheapest car.” This case is effective for MBA, undergraduate, and executive learners studying market segmentation, pricing, cannibalization risk, pricing, and break-even sales in the face of different price and cost scenarios. Has Tata chosen the right marketing strategy? Does the Nano represent an evolution or a revolution in automobile mark...Starting at €8.20
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SVEDKA Vodka (B)
Farris, Paul W.; Venkatesan, Rajkumar; Zuckerman, IvyCase DARDEN-M-0775-EMarketingIn the second case of a three-part series, the SVEDKA founder assesses which initial decisions were most critical in the launch of his now-successful product. He also explores the new choices he faces, including changes to the distribution channels and additions to the product line. Suitable for both MBA- and undergraduate-level courses such as "Integrated Marketing Communications," the case presents opportunities to discuss pricing, target, dist...Starting at €5.74
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The Tata Nano: The People's Car (B)
Farris, Paul W.; Venkatesan, RajkumarCase DARDEN-M-0804-EMarketingIn the follow-up to the A case of the same name, this case reveals post-launch results for Tata's $2,500 car. Students learn about Tata's promotion, price, place, segment, targeting, and positioning for marketing “the world’s cheapest car.” This case series is effective for MBA, undergraduate, and executive learners studying market segmentation, pricing, cannibalization risk, pricing, and break-even sales in the face of different price and cost s...Starting at €5.74
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Design of Price and Advertising Elasticity Models
Venkatesan, Rajkumar; Farris, Paul W.Technical Note DARDEN-M-0805-EMarketingThe marketing mix that a manager may deploy can affect the sales of a product and can be categorized under the traditional four Ps of marketing (product, price, promotion, and placement). But the perennial question managers face concerns the combination of these different marketing mix variables that will give them maximized sales, highest share, lowest inventory, or maximized margins. Quite often, these questions are answered by historical data:...Starting at €8.20
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Cardagin: Local Mobile Rewards
Venkatesan, Rajkumar; Ateya, Kelly; Harr, AdamCase DARDEN-M-0825-EMarketingCardagin, a new start-up in the increasingly competitive space of consumer/merchant apps for smartphones, is reaching an inflection point: decisions it makes at this stage can determine whether it becomes a national presence or an also-ran. The CEO needs to demonstrate the value of Cardagin's service to retailers and consumers in compelling ways. The case provides students an opportunity to analyze a new digital venture, explore expansion options...Starting at €8.20
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A Resource-Allocation Perspective for Marketing Analytics
Farris, Paul W.; Venkatesan, RajkumarTechnical Note DARDEN-M-0861-EMarketingManagers must understand their marketing efforts as precisely as possible in order to determine how much to spend on each marketing channel. This technical note explores marketing analytics—the process of systematically using empirical data about customers, companies, and industry context to inform strategic marketing decisions and create models that are helpful in understanding consumer behaviors. Resource allocation is the endgame of analytics....Starting at €8.20