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SEUR: Digitalizing Express Shipping
Foncillas, Pablo; González, JorgeCase M-1309-EInformation Technologies, Marketing, StrategyThe heads of marketing at SEUR (Servicio Urgente de Transportes; "Urgent Shipping Service" in English) were ready to present in the meeting room the results of the first six months since the relaunch of the company's new website. They had recently opted for promoting a website with a clear transactional focus. The meeting had been called to examine some aspects of the new site's performance, such as how sales were evolving with respect to target...Starting at €8.20
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ArteOliva
González, Jorge; Segarra, José AntonioCase M-1132-EMarketingArteOliva has launched a new extra virgin olive oil, packaged in cartons. After the product has been on the market for a few months, management decides to launch a TV advertising campaign to make consumers more aware of its benefits.Starting at €8.20
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Diseño de la oferta: carteras de productos, marcas y precios
González, JorgeTechnical Note MN-413MarketingEn esta nota se resumen las principales decisiones operativas para definir la oferta de una compañía: qué productos y/o servicios se van a ofrecer, bajo qué marcas y a qué precios. El enfoque que se propone para tratar un tema tan amplio consiste en centrarse en las consideraciones que debe realizar la dirección general. En la primera parte de la nota, se valoran los elementos que definen una oferta desarrollada para entrar en un nuevo mercado....Starting at €8.20
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Elección de mercado: target y posicionamiento
González, JorgeTechnical Note MN-412MarketingLa decisión más comprometida de la función comercial es la elección de mercado, que consta de dos partes: 1) la selección del cliente objetivo, o target, y 2) el posicionamiento. En esta nota, se señalan los principales criterios para seleccionar el target, y una serie de recomendaciones acerca de cómo determinar el posicionamiento. Para finalizar, se presentan con brevedad los conceptos claves del análisis estratégico, necesarios para evaluar su...Starting at €8.20
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Harry Rosen: Digitizing Customer Relationships - Teaching Note
Vania Sakelaris; Nicole R.D. HaggertyTeaching Note IVEY-W27515-EInformation Technologies, StrategyTeaching note for product W27514.Starting at €0.00
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Boosting Engagement & Commitment
García Pont, Carlos; Canales, J. Ignacio; Rothbard, Nancy; Milliken, Frances J.; Tatge, LarisaDossier DOS-29-EInformation Technologies, Knowledge and Communication, Leadership and People ManagementTo the office and beyond! Find inspiration to reach new heights -- personally and professionally -- in this dossier.Starting at €15.00
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American Express: decidir sobre un modelo de trabajo híbrido tras la crisis de COVID-19 (B)
Almandoz, John; Reiche, Sebastian; Tatge, LarisaCase DPO-815Corporate Governance, Leadership and People ManagementStarting at €5.74
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A Better Mistake
Tatge, Larisa; ; Sáez de Tejada Cuenca, AnnaCase OIT-19-EService and Operations Management, StrategyItalian entrepreneur Marco Agnolin launched the affordable luxury brand, A Better Mistake (ABM), with the belief that there were better, more sustainable ways to create and sell apparel. The company had received investment and was steadily growing. At the end of 2022, however, the CEO had to take several important decisions. These all centered on one question: how far could the company go in terms of sustainability and remain a profitable busines...Starting at €8.20
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Yumcha.com.au
Nicole R.D. Haggerty; Rohan BelliappaCase IVEY-9B10M038-EEntrepreneurship, Information Technologies, StrategySet in November 2007, the case is about a soon-to-launch social networking website (Yumcha) in Australia intended for the country's significant Asian population and diaspora. The case describes the process that Yumcha's founder went through in establishing the entity, including her initial motivations and business rationale. The case goes on to describe the dilemma facing the founder in choosing a web developer for the site, including whether to ...Starting at €8.20
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Milango Financial Services
Nicole R.D. Haggerty; Fridah Theuri; Meera Haji; Nurin Jamal; Nadeem NathooCase IVEY-9B13M052-EEntrepreneurship, StrategyThe co-founder of a Kenyan microfinance institution was troubled. Although his company had experienced great success in the past three years, it faced cash flow problems in June 2012. The co-founder had exhausted his personal resources and seeks an investor, local or international banks, or a process improvement program to ensure the company’s long-term success. The co-founder needed to evaluate his options and propose a solution to the other boa...Starting at €8.20