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Cullell Joyeros
Morera, Enrique; Segarra, José AntonioCase M-1075MarketingJorge Cullell reflexiona sobre los cambios de entorno en el sector de la joyería y el impacto en la posicióndel negocio familiar de más de 100 años de antigüedad que dirige. La ilusión por la continuidad a través de su hijo contrasta con el cansancio personal y la dureza del momento competitivo. Se plantean las alternativas extremas de cierre o reorientación completa del negocio.Starting at €8.20
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Macsa: Making the Transition from Products to Projects
García Pont, Carlos; Rocha e Oliveira, Paulo; Valadas, JorgeCase M-1255-EMarketing, Service and Operations ManagementMACSA competed in the coding and product identification industry, as it proportioned firms with the ability to trace all of its products form raw material to the end consumer. Their traditional strategy had been to sell "products" such as ink-jet printers, lasers, and labeling machines. In recent years, the company started to sell "projects" which included machines, software, and consulting. The case describes the challenges faced by the CEO and ...Starting at €8.20