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Adolescentes hoy, jóvenes adultos en 2020
Nueno Iniesta, José LuisArticle ART-1894MarketingAunque no tienen un gran poder adquisitivo, los adolescentes juegan un papel crucial en muchas decisiones de compra. Además, de su comportamiento y actitudes en relación al consumo dependerá el futuro (y la sostenibilidad) de muchas empresas. Por ello, invertir en el conocimiento de este target es una decisión rentable a largo plazo. Si tenemos en cuenta el reequilibrio de la renta que se está produciendo en las economías emergentes, y que...Starting at €8.20
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Coca-Cola Zero Sugar: The Value Cycle during a Relaunch
Gaganpreet Singh; Sandeep Puri; Sharad SarinCase IVEY-9B17A009-EMarketing, StrategyA 2016 consumer survey in the United Kingdom revealed that five out of 10 people did not know that Coca-Cola Zero (Coke Zero) contained no sugar. Many respondents also expected Coke Zero to taste more like Coca-Cola Classic, but found the taste not similar enough. Therefore, Coca-Cola relaunched the product with an ambitious multimillion-dollar marketing campaign that followed a three-dimension value management cycle encompassing value creation, ...Starting at €8.20
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Burberry's New Challenges
June Cotte; Marta JarosinskiCase IVEY-9B17A014-EMarketing, StrategyIn 2014, Burberry’s new chief executive officer was facing a changing environment and digital disruption in the luxury fashion industry. The Burberry brand image had improved considerably over the past decade. However, several changes within the fashion wStarting at €8.20
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Lastminute.com (A)
Bertini, Marco; Nueno, José LuisCase M-1115Information Technologies, MarketingSe analizan distintos aspectos de la empresa Lastminute.com: el incremento en el precio inicial de sus acciones al salir a bolsa; la amenaza de desintermediación; la baja conversión que tienen de subscriptores a clientes activos; y en general la evolución de su modelo de negocios (buscan disminuir ventas de intermediación pura e incrementar la provisión de servicios de valor añadido).Starting at €8.20
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Lastminute.com (B)
Golobardes, Gemma; Bertini, Marco; Nueno, José LuisCase M-1116Information Technologies, MarketingDescripción de las actividades de lastminute.com desde su salida a bolsa.Starting at €5.74
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Burberry in 2014
Elberse, AnitaCase HBS-515054-EMarketingIn February 2014, Burberry's chief executive officer Angela Ahrendts is preparing to hand the reins of the English luxury fashion company to chief creative officer Christopher Bailey. Under Ahrendts and Bailey's partnership, in place since 2006, Burberry's revenues have tripled to more than two billion English pounds, and operating profits have more than doubled. Ahrendts has led Burberry to become a brand that once again stands for luxury and th...Starting at €8.20
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Apple Pay (Spanish version)
Gupta, Sunil; Santana, Shelle; Rodriguez, Margaret L.Case HBS-518S14MarketingOn September 9, 2014, in front of a packed audience in Cupertino, CA, Tim Cook, the chief executive officer of Apple, announced the much anticipated launch of Apple Pay, "Our vision is to replace this [wallet] and we are going to start with payments." Cook then invited Eddy Cue, Apple's senior vice president of Internet Software and Services, to the stage to explain how Apple Pay would transform the mobile payments industry. He explained how Appl...Starting at €8.20
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The London 2012 Olympic Games (Spanish version)
Gourville, John T.; Bertini, MarcoCase HBS-512S01MarketingIt'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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Hasselblad: A New Chapter for the Swedish Camera Manufacturer
Ken Kwong-Kay WongCase IVEY-9B16A017-EEntrepreneurship, Marketing, StrategySwedish camera manufacturer Hasselblad was founded in 1841. The brand reached new heights in 1969, when astronaut Neil Armstrong used a Hasselblad camera to take the first photos on the moon. For decades, Hasselblad was renowned for making the world’s best high-end, medium format cameras for professional photographers. Faced with the paradigm shift from film-based to digital imaging, the company launched digital cameras and also diversified into ...Starting at €8.20