This website uses technical, customisation and analytical cookies, both first-party and third-party, to anonymously facilitate browsing and analyse statistics on use of the website. Learn more
Search results
-
From TV to Web: Content Strategies for Ads That Drive Online Sales
Teixeira, Thales S.Article ART-2643-EInnovation and Change, Knowledge and Communication, MarketingConsumers have become avid media multitaskers, moving seamlessly between their TVs and digital devices. Shorter TV commercials have reduced both the quantity and quality of consumer attention during prime-time viewing hours. In this new media environment, can TV advertising remain an effective means of promoting and selling products and services? In this article, the author draws upon his research to argue that TV advertising remains a powerful v...Starting at €8.20
-
Consejos para cultivar el liderazgo global
Reiche, B. SebastianArticle ART-3096Leadership and People ManagementPese a la retórica de la antiglobalización, el trabajo transfronterizo está creciendo. El problema es que no resulta sencillo para las multinacionales preparar a sus empleados para puestos de liderazgo global o cubrir las asignaciones internacionales vacantes. El brexit es un buen pretexto para que el CEO sitúe entre sus prioridades la movilidad y la gestión del talento. Los riesgos se multiplican para las empresas con poca experiencia en ...Starting at €8.20
-
Tips for Nurturing Global Leadership Talent
Reiche, B. SebastianArticle ART-3096-ELeadership and People ManagementDespite anti-globalization rhetoric to the contrary, cross-border work is increasing, and multinationals are struggling not only to prepare their employees for global leadership responsibilities but to fill the number of international assignments available. Brexit is only the latest excuse for mobility and talent management to be at the top of the CEO agenda. For companies with limited experience in this area, the risks are multiplied. However, t...Starting at €8.20
-
Digital Transformation at Brazilian Retailer Magazine Luiza (Spanish version)
Teixeira, Thales S.; Guissoni, Leandro; Veludo-de-Oliveira, Tania ModestoCase HBS-519S17Marketinggrow fast and be profitable. Should Trajano opt for more aggressive growth or proceed more conservatively?Starting at €8.20
-
Growing from One Thousand to One Million Customers (Spanish version)
Teixeira, Thales S.; Brown, MorganCase HBS-518S08MarketingBy 2016, two-sided online platforms (or marketplaces) were pervasive among the highest growing internet startups around. These marketplaces sought to match suppliers of assets for rent, physical products or services with customers demanding them. Among the most notable two-sided platforms in terms of their tremendous early growth were Airbnb, Etsy and Uber. They offered short-term property rentals, handcrafted goods, and car rides, respectively. ...Starting at €8.20
-
Airbnb, Etsy, Uber: Growing from One Thousand to One Million Customers
Teixeira, Thales S.; Brown, MorganCase HBS-516108-EMarketingBy 2016, two-sided online platforms (or marketplaces) were pervasive among the highest growing internet startups around. These marketplaces sought to match suppliers of assets for rent, physical products or services with customers demanding them. Among the most notable two-sided platforms in terms of their tremendous early growth were Airbnb, Etsy and Uber. They offered short-term property rentals, handcrafted goods, and car rides, respectively. ...Starting at €8.20
-
Selling on Amazon at Tower Paddle Boards
Teixeira, Thales S.; Lopez-Lengowski, DavidCase HBS-517047-EBy June 2012, Stephan Aarstol felt that he had successfully passed the first critical stage of his ecommerce business. As the founder and CEO of a standup paddleboard (SUP) business, he had built a strong relationship with Asian manufacturers, built a small warehouse and fulfillment center, designed an innovative line of inflatable SUPs, and built an ecommerce website that sold boards and accessories to consumers. After the rising trend in intere...Starting at €8.20
-
Where to Grow Next at Online Marketplace OLX
Teixeira, Thales S.; Guissoni, Leandro; Dana, SamyCase HBS-519064-EMarketingThe CEO of OLX Brazil, an online classifieds platform business, is debating among multiple paths to grow sustainably (i.e., profitably) without the need for investor money. The options under consideration are: (1) penetration growth by focusing on the core, (2) new markets growth by entering adjacencies, or (3) new products growth by developing new services. Each of these options caries a series of benefits and risks. How should OLX's CEO compare...Starting at €8.20
-
Digital Marketing Strategy, Course Overview Note
Teixeira, Thales S.Case HBS-514087-EMarketingDigital Marketing Strategy is the process by which firms employ, either partially or exclusively, digital tools, techniques, and tactics to create value for customers.Starting at €8.20
-
Managing Multi-Media Audiences at WHDH (Boston)
Teixeira, Thales S.; Rangan, V. KasturiCase HBS-515037-EMarketingWHDH's Channel 7 News rose to the #1 position in Boston-area news broadcasting through its embrace of an innovative format and affiliating with NBC. Since the early 2000s, however, other news programs had copied their format, and young audiences had begin to use the Internet to get their news, dramatically cutting ratings and ad revenue. Station owner Edmund Ansin and general manager Chris Wayland faced a choice of whether to use the TV news to p...Starting at €8.20