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
-
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
-
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
-
¡Promociónate!
Steenburgh, Thomas; Norton, Michael I.Case HBS-515S04MarketingLos ayuda a desarrollar un discurso de ascensor para su activo más importante - a sí mismos. Antes de clase, los estudiantes se les pide que entrevistar a un posible empleador y para desarrollar campos de ascensor preliminares. Una vez en clase, los estudiantes trabajan a través de un ejercicio que ayuda a definir sus campos de ascensor y comprender mejor varios principios clave de marketing. Conduce a una discusión interesante y estimulante.Starting at €8.20
-
Addiopizzo - Teaching Note: Mafia, Anti-Mafia or Hiding in the Grey Area
Vaccaro, Antonino; Ribera, AlbertoTeaching Note BET-5-EBusiness Ethics and Corporate Social ResponsibilityThis teaching note discusses the Addiopizzo case study. It is a relatively flexible case that can be used in several courses, for example, business ethics, corporate social responsibility, leadership, entrepreneurship, small and medium-size business management, and geopolitics.Starting at €0.00
-
Betty's Wines - Teaching Note: Ethical problems of an "organic" narcissistic entrepreneur
Vaccaro, AntoninoTeaching Note BET-26-EBusiness Ethics and Corporate Social Responsibility, Entrepreneurship, Leadership and People ManagementBetty is a very famous wine entrepreneur who works in the natural/organic wine sector. Although she has gained outstanding international success, she struggles to manage her team. The case is based on the notes of interviews made with Betty and one of her collaborators as a part of a 4-year project in which IESE's Center for Business in Society explored ethical and responsibility issues in the organic wine-making sector. Any kind of personal, org...Starting at €0.00
-
Premià de Dalt (A and B) - Teaching Note: Privatization in the Name of Security
Giuseppe Giura; Vaccaro, AntoninoTeaching Note BET-25-EBusiness Ethics and Corporate Social Responsibility, Service and Operations ManagementIn 2018, the people of Premià de Dalt, a small town north of Barcelona (Spain), started to be seriously concerned about security. Indeed, the local police (Policia Urbana) had received an anomalously high number of reports of home burglaries. The mayor of the city was urged to find an immediate and effective solution. This situation was part of a much larger problem affecting Barcelona's metropolitan area. Most of the responsibility for security ...Starting at €0.00
-
Premià de Dalt (B): Privatization in the Name of Security
Giuseppe Giura; Vaccaro, AntoninoCase BE-209-EBusiness Ethics and Corporate Social Responsibility, Service and Operations ManagementIn 2018, the people of Premià de Dalt, a small town north of Barcelona (Spain), started to be seriously concerned about security. Indeed, the local police (Policia Urbana) had received an anomalously high number of reports of home burglaries. The mayor of the city was urged to find an immediate and effective solution. This situation was part of a much larger problem affecting Barcelona's metropolitan area. Most of the responsibility for security ...Starting at €5.74
-
Guidant Corporation: Disclosure or non Disclosure Dilemmas in the Pacemaker Industry
Vaccaro, AntoninoCase BE-168-EBusiness Ethics and Corporate Social Responsibility, Innovation and ChangeGuidant Corporation is a high-tech startup producing medical devices such as pacemakers, defibrillators and coronary stent systems. Toward the middle of 2002, Guidant discovers that some of its pacemakers and defibrillators, which had been sold and implanted in thousands of patients, had a technical problem and could fail to deliver an electric shock when one was needed. The company faces the dilemma of whether or not to disclose the information ...Starting at €8.20
-
Pitch Yourself!
Steenburgh, Thomas; Norton, Michael I.Case HBS-508039-EMarketingHelps students develop an elevator pitch for their most important asset--themselves. Before class students are asked to interview a potential employer and to develop preliminary elevator pitches. Once in class, students work through an exercise that helps them refine their elevator pitches and better understand several key marketing principles. Leads to an engaging and thought-provoking discussion.Starting at €8.20
-
UnME Jeans: Branding in Web 2.0
Steenburgh, Thomas; Avery, JillCase HBS-509035-EMarketingThis case introduces emerging Web 2.0 social media in virtual worlds, social networking sites, and video sharing sites, and encourages students to explore the opportunities and risks they present for brands. The case allows students to grapple with the strategic and tactical decisions that accompany marketing communications strategy and to combine information on consumer behavior with an understanding of brand objectives, in order to assess and e...Starting at €8.20