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Pricing to Create Shared Value
Bertini, Marco; Gourville, John T.Article HBS-R1206F-EMarketingMany companies are in competition with their customers to extract as much value as possible from every transaction. Pricing is their weapon of choice, and consumers fight back by rooting out and disseminating pricing policies that seem unfair. The problem is that companies generally think of value as a pie that is rightfully theirs. But value is not fixed, and it neither originates with nor belongs solely to the firm. Without a willing customer, ...Starting at €8.20
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Time for a Unified Campaign (HBR Case Study)
Bertini, Marco; Gourville, John T.Article HBS-R1106X-EMarketingAlegre, a leading hotel group in Central and South America, is suffering under the troubled economy, and its newest property, the flagship Palma Cay in Cozumel, is hurting most. Beatriz Soto, Palma Cay's manager, has a plan to boost bookings, but she doesn't have the money to carry it out. Should corporate headquarters grant her additional funds, despite the company's traditionally decentralized operations? Or should Alegre think about launching ...Starting at €8.20
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Lomography: Analog in a Digital World, Teaching Plan
Gourville, John T.Teaching Note HBS-516109-EMarketingThis teaching plan is designed to be used in conjunction with the case "Lomography: Analog in a Digital World," HBS No. 516006 and its related products to help faculty deepen students' comprehension of business issues and energize classroom discussion.Starting at €0.00
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The London 2012 Olympic Games
Gourville, John T.; Bertini, MarcoCase HBS-510039-EMarketingIt's 2009 and Paul Williamson, Head of Ticketing, must finalize ticket prices for the 2012 London Olympic Games. Yet, there are many criteria to consider. First, given the importance of ticketing to the Games' bottom line, he has a strong incentive to maximize revenues. Second, because the entire world will be watching, he wants to maximize attendance-not just at the Opening Ceremony and swimming finals, which are easy sells, but also at events s...Starting at €8.20
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Four Products (2008): Predicting Diffusion, Teaching Note
Gourville, John T.Teaching Note HBS-510113-EMarketingTeaching Note for 508103.Starting at €0.00
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The London 2012 Olympic Games, Teaching Note
Gourville, John T.; Bertini, MarcoTeaching Note HBS-511027-EMarketingTeaching Note for 510039.Starting at €0.00
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Hybrid Electric Vehicles: A 2011 Update
Gourville, John T.Case HBS-511125-EMarketingThis case is an addendum that updates HBS Case No. 502-025, "The Future of Hybrid Electric Cars." It covers the 10 years, 2001 to 2011.Starting at €8.20
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Four Products: Predicting Diffusion (2011)
Gourville, John T.Case HBS-512047-EMarketingAn updated "Four Products" case. This 2011 version includes; sliced peanut butter, artificial dirt for thoroughbred race tracks, interactive tombstones, and stride-changing running shoes. These four products form the basis to assess the drivers of new product adoption. In particular, one of the critical tasks in marketing new innovations is predicting demand and rates of diffusion for those products. And while one can speculate on the scope and r...Starting at €8.20
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Singapore Metals Limited
Gourville, John T.Case HBS-513097-EMarketingSingapore Metals Limited (SML) has declining sales but has developed a new product (curled metal pile driver pads) that, in field tests, delivers customer benefits that are many times SML's manufacturing costs. Jonathan Lee and Alex Tan of SML's Engineered Products Division are responsible for formulating a strategy for the new product. A key issue is the price to charge for the pads. The case raises issues of analyzing market potential, aligning...Starting at €8.20
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Coca-Cola: Liquid and Linked
Fisher, Noah; Gourville, John T.Case HBS-514024-EMarketingCoca-Cola is considering which of several global marketing/promotional efforts to bring to the United States. Each has proven successful in other parts of the world, but for varying reasons. All represent efforts outside of the industry's normal advertising-based approach to marketing.Starting at €8.20