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Dendrite International (Spanish Version)
Cespedes, Frank V.; Bell, MarieCase HBS-507S07MarketingDendrita International es un proveedor $ 23 de millones (1992 ingresos) de software de automatización de ventas para las compañías farmacéuticas en Europa, Japón y Estados Unidos. La estrategia de la firma ha dependido de ser un proveedor de servicio completo a las empresas multinacionales. Inminentes cambios en la industria farmacéutica, así como los desarrollos tecnológicos y competitivos, han planteado cuestiones relativas a los mejores medios...Starting at €8.20
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Formlabs: Selling a New 3D Printer
Cespedes, Frank V.; Hull, Olivia; Migdal, AmramCase HBS-817001-EMarketingHeadquartered in Somerville, Massachusetts, Formlabs manufactures 3D printers used to print everything from prototypes and models to jewelry, dental, and sculpture molds. As Formlabs prepares to ship its latest model, the Form 2, Head of Customer Development and Services Luke Winston wonders which strategy will double sales. Should he focus on direct sales or add more channel partners?Starting at €8.20
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Allianz: Optimizing Customer Acquisition Strategy using Machine Learning
Bjarne Brié; Tineke Distelmans; Kristof Stouthuysen; Tim Verdonck; Christopher Grumiau; Thoppan Mohanchandralal SudamanCase IVEY-W27305-EMarketingIn October 2019, the regional chief data and analytics officer at Allianz AG, Belgium, attended a two-hour strategy meeting with the Allianz Benelux chief executive officer, who had expressed concerns about the company’s digitalization strategy. A few days earlier, the marketing department had found that online sales channel results had fallen unexpectedly. The chief executive officer was worried that the company could lose market share if it did...Starting at €8.20