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Marketing i-mode (Spanish version)
Moon, YoungmeCase HBS-504S02Marketingi-mode is a wireless Internet service offered in Japan by NTT DoCoMo. In just three years, the service has won over 30 million subscribers and achieved a 60% share of Japan's mobile Internet market, making it the most successful mobile data service in the world. It is now early 2002 and Keiichi Enoki, managing director of NTT DoCoMo's i-mode service, faces two challenges. On the domestic front, i-mode must fend off two strong competitors while ma...Starting at €8.20
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Mavi: Fashioning a Path to Brand Growth
Avery, Jill; Yucaoglu, GamzeCase HBS-517075-EMarketingThis case examines the strategic choices and business model with regards to branding at Mavi, a leading Turkish apparel retailer. The case is presented from the perspective of the company CEO and its global brand director who is also part owner. In 2015, Mavi had sales of $419 million, up 20% from the previous year. Growth rates like these were becoming routine at Mavi. But, the path to growth was getting more challenging, and Turkven, Mavi's pri...Starting at €8.20
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Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand
Avery, JillCase HBS-518066-EMarketingA sixteenth century Renaissance masterpiece, missing for 137 years, believed by many to have been destroyed, and then rediscovered less than a decade ago, becomes the most expensive painting ever sold, all the while surrounded by controversy. Did the buyer of Leonardo da Vinci's painting pay too much? Was it real? Did it matter? The sale of Leonardo's painting allows students to reengineer brand equity to understand from what it is derived and ho...Starting at €8.20
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Better World Books, Teaching Note
Norton, Michael I.; Avery, Jill; Wilson, Fiona; Steenburgh, ThomasTeaching Note HBS-512106-EMarketingTeaching Note for 511057.Starting at €0.00
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Rain Industries Limited: Responding to Global Supply Chain Shifts
Kalyan C. Chejarla; Sourabh Bhattacharya; Vinay Kalakbandi; Shantanu BagchiCase IVEY-W25341-EService and Operations ManagementRain Industries Limited (Rain), through its wholly owned subsidiary Rain Carbon Inc., produced upcycled carbon products from the by-products of steel and petroleum and other industries. The demand- and supply-driven shifts and various sustainability initiatives by industries both downstream and upstream in Rain’s existing supply chain could prove to be disruptive, requiring strategizing and future-proofing. When the Government of India’s Ministry...Starting at €8.20
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IKEA Invades America (Spanish version)
Moon, YoungmeCase HBS-505S08MarketingIn 2002, the IKEA Group is the world's top furniture retailer, with 154 stores worldwide. In the United States, IKEA operates 14 stores, all of which have been enormously popular despite their self-service requirements. The company's goal is to have 50 stores in operation in the United States by 2013. Explores various options for managing this growth strategy.Starting at €8.20
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The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture
Avery, Jill; Dev, Chekitan S.; Stroock, Laure MougeotCase HBS-518081-EMarketingIn September 2016, Marriott completed its $13.3 billion acquisition of Starwood Hotels & Resorts, which added 11 brands to its already robust 19 hotel brand portfolio. Tina Edmundson, Marriott's global brand officer, was charged with making sense of the brand portfolio and designing a strategy that would clearly differentiate each brand from the others and a brand architecture system to communicate to consumers how to navigate among them. She wou...Starting at €8.20
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Mavi: Fashioning a Path to Brand Growth, Teaching Note
Avery, Jill; Yucaoglu, GamzeTeaching Note HBS-518094-EMarketingTeaching note for case 517075.Starting at €0.00
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Global Brand Management of Anheuser Busch InBev's Budweiser
Avery, JillCase HBS-518105-EMarketingBrian Perkins, chief architect of the $6 billion Budweiser brand, was excited about 2018, in which the company would launch Budweiser into several new markets in Africa and Latin America. He was also feeling the pressure to finalize a global brand strategy that would define Budweiser's value proposition and guide its development and execution around the world. The problem was that Budweiser actually had two distinct brand realities that differed ...Starting at €8.20
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Serum Institute of India: Delivering COVID-19 Vaccines
Sourabh Bhattacharya; Kalyan C. Chejarla; Romina Mathew; Ayush Gupta; Vishrut AnandCase IVEY-W27136-EService and Operations Management, StrategyThe Serum Institute of India (SII), the world’s largest vaccine manufacturer by volume, faced a unique challenge in the manufacture and distribution of COVID-19 vaccines to its major stakeholders. SII had COVID-19 vaccine manufacture and supply commitments to COVAX, a joint initiative ensuring equitable access to COVID-19 vaccines for all countries and a transfer technology (licensing) agreement with AstraZeneca PLC to supply its COVID-19 vaccine...Starting at €8.20