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Who Owns the Whale (Abridged)
Teixeira, Thales S.; Bell, David E.Case HBS-515108-EMarketingJudge William Wright considers the case of the dispute of a whale carcass wherein several whaling ships claim ownership based on each one's contribution to its killing. The judge must weigh in the differing efforts and costs of three ships who each played a role at different stages of the hunting process, as well as the prevalent norms-of-ownership at the time.Starting at €8.20
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Anthology: Pivoting the Business Model, Teaching Note
Ghosh, Shikhar; Bagai, ShwetaTeaching Note HBS-820061-EEntrepreneurshipTeaching note to case 817066Starting at €0.00
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Building an e-Commerce Brand at Wayfair
Teixeira, Thales S.; Watkins, Elizabeth AnneCase HBS-516028-EMarketingWayfair, Inc. was made up of five home goods, furniture, and d cor e-commerce brands. Wayfair.com, the main brand, which was responsible for the majority of sales, targeted the mass middle home goods market. AllModern, DwellStudio, Joss & Main, and Birch Lane were niche sites focused on more specialized curated design esthetics. Determining the 2014 advertising budget for Wayfair.com is the big question in the case. Two ad budget decisions need ...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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Sampark Foundation: Transforming Primary Education in India
Rangan, V. Kasturi; Bagai, ShwetaCase HBS-518006-EFounders Vineet and Anupama Nayar had rapidly scaled their foundation to reach 3 million primary school children (grades 1 to 3) in two states with Math and English programs. Their goal was to reach 10 million children by 2025 and completely spend down the $100 million foundation corpus. A new opportunity presented itself in a third state with a potential to add another 4 million children. In grappling with this new opportunity they had to make c...Starting at €8.20
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Marketing Communications
Teixeira, Thales S.Case HBS-513041-EMarketingThis note identifies the main issues involved in the effective management of the marketing communications process. It first defines the purpose of communication. Then it classifies the tools available to communicate with consumers. In the sequel, it elaborates on how consumers respond to communication attempts. Finally, it lays out a framework for marketers to manage the entire communication process.Starting at €8.20
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Who Owns the Whale
Teixeira, Thales S.; Bell, David E.Case HBS-515107-EMarketingJudge William Wright considers the case of the dispute of a whale carcass wherein several whaling ships claim ownership based on each one's contribution to its killing. The judge must weigh in the differing efforts and costs of three ships who each played a role at different stages of the hunting process, as well as the prevalent norms-of-ownership at the time.Starting at €8.20
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Freemium Pricing at Dropbox (Spanish version)
Teixeira, Thales S.; Watkins, Elizabeth AnneCase HBS-518S24MarketingOnline storage company Dropbox provided remote-storage over the internet of any type of computer file, along with file sharing, synchronization and backup. Using a freemium pricing strategy whereby a basic service was free-of-charge and a premium service was paid, Dropbox grew into a business with 200 million users. But only an estimated 1.6 to 4.0% of its users provided any revenue to the company. This case examines how Dropbox used freemium pri...Starting at €8.20
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Careem: Raising a Unicorn, Teaching Note
Ghosh, Shikhar; Bagai, ShwetaTeaching Note HBS-819124-EEntrepreneurshipTeaching note for case 818022.Starting at €0.00