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Customer Lifetime Value Analysis (Spanish version)
Steenburgh, Thomas; Avery, JillCase HBS-519S01Marketingasset acquisition - attracting new customers to the firm, asset maximization - maximizing the value the firm extracts from each customer, and asset retention - retaining existing customers for the long term. The note gives students a foundation for analyzing marketing cases, as well as providing an analytical structure and process for completing a marketing plan. The note is accompanied by a free Excel worksheet which contains sample problems, p...Starting at €8.20
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Inbound Marketing and Web 2.0 (Spanish version)
Steenburgh, Thomas; Avery, Jill; Dahod, NaseemCase HBS-510S08Marketingdeveloping market segmentation and targeting strategies to decide which customer to serve and which to turn away, configuring pricing strategies to align with the value delivery stream customers experience, and determining whether inbound marketing programs can generate enough scale or whether traditional outbound marketing methods need to be employed to accelerate growth.Starting at €8.20
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Language Exchange Club (LEC)
Baucells Alibés, Manel; de Santiago, Rafael; Malagrida, SergioCase AD-320-EService and Operations ManagementThe case deals with assigning people to jobs. It focuses particularly on how to streamline team creation as effectively as possible. Although the case deals specifically with forming groups in one of IESE's clubs, the methodology may be easily applied to any other type of team.Starting at €8.20
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Clocky: The Runaway Alarm Clock, Teaching Note
Ofek, Elie; Avery, JillTeaching Note HBS-508022-EEntrepreneurshipTeaching Note to (507-016).Starting at €0.00
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Mavi: Fashioning a Path to Brand Growth
Avery, Jill; Yucaoglu, GamzeCase HBS-517075-EMarketingThis case examines the strategic choices and business model with regards to branding at Mavi, a leading Turkish apparel retailer. The case is presented from the perspective of the company CEO and its global brand director who is also part owner. In 2015, Mavi had sales of $419 million, up 20% from the previous year. Growth rates like these were becoming routine at Mavi. But, the path to growth was getting more challenging, and Turkven, Mavi's pri...Starting at €8.20
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Armarium: Luxury Fashion Brands for Rent
Avery, Jill; Fubini, David G.; Dossa, Natasha; Stewart, DevonCase HBS-518047-EMarketingArmarium, a two-sided online platform that offered consumers the opportunity to rent the most coveted, current season high fashion clothing and accessories from the top global luxury brands, had emerged from its first sales season with two distinct customer segments: the High Net Worth (HNW) woman and the High Earner, Not Rich Yet (HENRY) woman. As it began to scale its operations, it had to decide which customer segment was the more desirable ta...Starting at €8.20
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Predicting Consumer Tastes with Big Data at Gap, Teaching Note
Israeli, Ayelet; Avery, JillTeaching Note HBS-518053-EMarketingTeaching note for case 517115.Starting at €0.00
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Adeo Health Science: Turning a Product into a Brand
Keenan, Elizabeth A.; Avery, JillCase HBS-518065-EMarketingFor decades, American parents were warned to avoid introducing potential allergens to their babies prior to their first birthday. But two influential clinical studies caused the medical establishment to radically reverse their position. Parents were now warned that delaying the introduction of these types of foods increased a baby's risk of food allergies. Adeo Health Science was ready, with patents filed for a baby food that made it simple for p...Starting at €8.20
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Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand
Avery, JillCase HBS-518066-EMarketingA sixteenth century Renaissance masterpiece, missing for 137 years, believed by many to have been destroyed, and then rediscovered less than a decade ago, becomes the most expensive painting ever sold, all the while surrounded by controversy. Did the buyer of Leonardo da Vinci's painting pay too much? Was it real? Did it matter? The sale of Leonardo's painting allows students to reengineer brand equity to understand from what it is derived and ho...Starting at €8.20