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Suchard: "Made of Your Dreams"
Villanueva, Julian; Güell, Rocío; Sánchez-Lozano, SantiagoCase M-1312-EMarketingIn April 2012, Katinka Cebrián, brand manager, and Nuria Antoja, chocolate product marketing manager at Mondelez International (MDLZ) in the Iberian Peninsula, were working on a proposal for Suchard's chocolate turrón Christmas campaign. Their aim was to achieve even better results than last year. They explained to Josetxo Soto, director of the MDLZ Chocolate Division in Europe, that Ogilvy was the agency chosen to carry out the project, for whic...Starting at €8.20
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E-Cigarettes: Marketing Versus Public Health
Quelch, John A.; Rodriguez, MargaretCase HBS-514059-EMarketingTo maximize their effectiveness, color cases should be printed in color. Electronic cigarettes (e-cigarettes) were heralded by some as a healthcare game changer, enabling smokers to switch to a new product which carried lower risk of cancer. However, there were concerns about the public health risk of e-cigarettes, particularly the chance that teens would easily develop nicotine addictions from smoking the fruit-flavored products. Manufacturers a...Starting at €8.20
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Suchard: "Hecho con tus sueños"
Villanueva, Julian; Güell, Rocío; Sánchez-Lozano, SantiagoCase M-1312MarketingEn abril de 2012, Katinka Cebrián, gerente de marca, y Nuria Antoja, gerente de marketing de productos de chocolate de Mondelez International (MDLZ) en la península ibérica, debían proponer cuál sería la manera de desarrollar la campaña de Navidad del turrón de chocolate Suchard. Su objetivo era alcanzar unos resultados aún mejores que en la campaña anterior. Ambas explicaron a Josetxo Soto, director de la División de Chocolate de MDLZ en Europa,...Starting at €8.20
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GlaxoSmithKline in China (A)
Quelch, John A.; Rodriguez, MargaretCase HBS-514049-EMarketingFour GlaxoSmithKline employees were accused of bribing Chinese health care workers to prescribe the company's drugs. The accusations brought to light the questionable incentive structures of the Chinese health care system and the pressure on companies to adhere to local customs while still observing local laws.Starting at €8.20
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GlaxoSmithKline in China (B)
Quelch, John A.; Rodriguez, MargaretCase HBS-514050-EMarketingIn 2013, Chinese investigators detained four GSK employees for allegedly bribing health care staff to sell GSK pharmaceuticals. A month later, GSK's Asia Pacific regional president, Abbas Hussain, said the company would help identify corrupt practices. Two days later, GSK's CEO, Andrew Witty, called the allegations "shameful" and said the company would use the opportunity to "make changes."Starting at €5.74
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Royal Caribbean Cruises Ltd.: Safety, Environment and Health
Quelch, John A.; Rodriguez, MargaretCase HBS-514069-EMarketingTo maximize their effectiveness, color cases should be printed in color. In January 2014, Gary Bald, senior vice president of Safety, Environment and Health at Royal Caribbean Cruise Lines (RCL), prepared for a review meeting with the company's chief executive, Adam Goldstein, and chairman, Richard Fain. Prior to joining RCL in 2006, Bald had spent 28 years with the Federal Bureau of Investigation. After seven years of upgrading security for the ...Starting at €8.20