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John Keells Hotels in Sri Lanka: Building Brand Architecture
Ashita Aggarwal; Sulakshana "Lulu" Raghavan; Ruchi GunewardeneCase IVEY-9B19A028-EMarketing, StrategyIn the summer of 2012, the president of the leisure sector of John Keells Hotels needed to discuss marketing strategies with his senior management team. The company was a well-known brand that operated Cinnamon Hotels and Resorts and Chaaya Hotels and ResStarting at €8.20
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Horst Dassler, Adidas, y la comercialización del deporte
Jones, Geoffrey G.; Norris, Michael; Kim, SophiCase HBS-316S09EntrepreneurshipEl caso se centra en la carrera de Horst Dassler, el hijo del fundador del fabricante de calzado deportivo con sede en Alemania Adidas. Los orígenes de la firma estaban en los años de entreguerras, y se elevó a la prominencia pública después de que proporciona picos de la famosa velocista afroamericano en los Juegos Olímpicos de 1936 en Berlín. Desde la década de 1950, Horst cultivó relaciones con los atletas y las federaciones nacionales para ex...Starting at €8.20
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Mahindra Rise: A Brand Architecture Decision
Ashita Aggarwal; Sulakshana "Lulu" RaghavanCase IVEY-9B14A077-EMarketing, StrategyIn 2009, the Mahindra Group, a US$16.3 billion multinational corporation based in Mumbai, India, had introduced a new positioning called “Rise” to provide meaning to its brand and help unite its various businesses under a common umbrella. Successful integration and implementation of the new positioning required the company to re-examine its brand architecture, which was currently a complex, inside?out arrangement that resulted in a diffused image...Starting at €8.20
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Seijing Motor Corporation: Reposition or Extend the Pickup Brand
Ashita Aggarwal; Shriram Iyer; Projesh KarCase IVEY-9B18A012-EMarketingIn early 2016, the country head for Seijing Motor Corporation (SMC) in India was worried about stagnant sales of the company’s Supreme pickup brand. The Supreme brand had gained only a single-digit market share over the past year, and SMC’s share of the growing large pickup market had steadily fallen, from 40 per cent in 2005 to 10 per cent in 2015. SMC’s Supreme brand was competing with the market leader in the pickup segment. The pickup needed ...Starting at €8.20
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Evoe Spring Spa: A Positioning Dilemma
Ashita Aggarwal; Renuka Kamath; Sunil RaoCase IVEY-9B13A051-EEntrepreneurship, Marketing, StrategyThe co-founders of Evoe Spring Spa need to decide on the positioning of their business in the nascent Indian spa market. Indian consumers perceive spas as an expensive indulgence for the rich, and some spa services are seen as socially and culturally unacceptable. As a result, the co-founders need to build this category by changing consumer attitudes toward spa services. To identify the target segment and the best positioning for Evoe, the co-fou...Starting at €8.20
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Jamnalal Bajaj, Mahatma Gandhi, and the Struggle for Indian Independence, Teaching Plan
Jones, Geoffrey G.; Sheth, Sudev JTeaching Note HBS-319058-EEntrepreneurshipTeaching plan for case 807028.Starting at €0.00
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Mr. Five Percent: Calouste Gulbenkian and the Origins of Global Oil
Jones, Geoffrey G.; Al-Rashed, YazeedCase HBS-321003-EKnowledge and CommunicationThis case describes the business career of Calouste Gulbenkian, a skilled intermediary who was able to secure 5 per cent of a vast oil concession covering much of the Middle East that was signed in 1928. Gulbenkian was an ethnic Armenian born in the Ottoman Empire, which was a large multi-ethnic empire covering large swathes of the Middle East and eastern Europe. Gulbenkian's career is set against the steady erosion of the Empire's sovereignty by...Starting at €8.20
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Ken Durham and Unilever as a 'Multi-Local Multinational'
Jones, Geoffrey G.; Decker, StephanieCase HBS-808025-EStrategyExplores the opportunities and threats to Unilever's global business in 1978 based on the commercial and political challenges faced by three of its subsidiaries, Lever Brothers in the United States, Hindustan Lever in India, and United Africa Company in West Africa. Management faced several problems: criticism of multinational companies, anti-trust legislation, expropriations, and rising competition from international and local rivals. Focuses on...Starting at €8.20
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Vehbi Koc and the Making of Turkey's Largest Business Group
Colpan, Asli M.; Jones, Geoffrey G.Case HBS-811081-EEntrepreneurshipThe case describes the creation of Turkey's largest business group by Vehbi Koc. The foundation of this group in the interwar years, and its subsequent diversification into many industries, including automobiles, household goods, and services, are analysed. The case serves as a vehicle to explain why diversified business groups are so important in emerging markets such as Turkey. It explores the role of market imperfections, government policies, ...Starting at €8.20
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Vehbi Koc and the Making of Turkey's Largest Business Group, Teaching Note
Colpan, Asli M.; Jones, Geoffrey G.Teaching Note HBS-811104-EEntrepreneurshipTeaching Note for 811081.Starting at €0.00