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China Lodging Group (A) (Spanish version)
Sandino, Tatiana; Li, Shelley Xin; Hua Dai, NancyCase HBS-117S11Accounting and ControlThis case study explores the challenges of aligning middle management interests with company goals as a company navigates rapid growth in a dynamic industry. China Lodging Group, a Chinese hotel chain that opened about 2,000 hotels during its first decade in business, uses Balanced Scorecard (BSC) metrics to promote both consistency of service and an entrepreneurial attitude amongst hotel managers. The company needs to encourage its managers to o...Starting at €8.20
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Managing Consumer Touchpoints at Nissan Japan
Teixeira, Thales S.; Sato, Nobuo; Kanno, AkikoCase HBS-516035-EMarketingIn 2015, Nissan was third place in the Japanese auto market, behind Toyota and Honda. The challenge of increasing market share was that 80% of car shoppers who were non-Nissan owners did not consider Nissan during their purchase process. This process involved three main consumer touchpoints: mass media advertising, internet auto websites and the physical dealerships. In the last 5 years, the importance of the dealers in influencing car sales had ...Starting at €8.20
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Zalora Philippines: From Growth to Profitability
Ngwe, Donald; Teixeira, Thales S.Case HBS-517009-EMarketingIn May 2015 Paulo Campos, Co-Founder and CEO of Zalora Philippines, found himself at a crucial turning point in his young company's development. In just three years, Zalora had come from entering the Philippine fashion retail industry as an unknown quantity to becoming a household name across the Southeast Asian archipelago. Campos and his team had achieved much in this time: launching one of the first online retailers in the country, building a ...Starting at €8.20
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China Lodging Group (B) (Spanish Version)
Sandino, Tatiana; Li, Shelley Xin; Hua Dai, NancyCase HBS-117S12Accounting and ControlSuplemento al caso 116004. Este estudio de caso explora los desafíos de alinear los intereses de mandos medios con objetivos de la empresa como una compañía navega rápido crecimiento en una industria dinámica. Alojamiento de China Group, una cadena hotelera china que abrió alrededor de 2.000 hoteles durante su primera década en el negocio, los usos cuadro de mando integral (BSC) métricas para promover tanto la consistencia del servicio y una acti...Starting at €5.74
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Showrooming at Best Buy (Spanish version)
Teixeira, Thales S.; Watkins, Elizabeth AnneCase HBS-519S19MarketingBest Buy is a consumer electronics retailer with nearly 2,000 stores worldwide. In 2012, the rising popularity of price-matching apps for mobile phones made price differences between retailers transparent, online and offline. Shoppers' desire to test electronics first-hand before purchase drove them to use Best Buy stores as "showrooms" to see new products and then search for better deals on their smartphones. This case examines how brick-and-mor...Starting at €8.20
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Engineering Viral Marketing (Spanish version)
Teixeira, Thales S.; Caverly, AlisonCase HBS-513S15MarketingThe Mekanism case introduces students to a digital media production company specialized in creating viral marketing campaigns for advertising agencies and their clients (e.g., Microsoft, AXE, eBay, Toyota, etc.). Mekanism has grown tremendously from 2007 to 2010 in part due to the rise of viral marketing as a promising promotion tool for advertisers to reach and engage with consumers cheaply and quickly via word-of-mouth. Mekanism's president is ...Starting at €8.20
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China Lodging Group (A) and (B), Teaching Note
Sandino, Tatiana; Dai, Nancy HuaTeaching Note HBS-117008-EAccounting and ControlTeaching note for cases 116004 and 116005.Starting at €0.00