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Rebranding DSM: Creating Sustainable Shared Value
Steve Muylle; Niraj DawarCase IVEY-9B15A039-EMarketing, StrategyDSM, a global life sciences, business-to-business company, is in the midst of a massive multi-year corporate rebranding exercise to incorporate the concept of creating sustainable shared value. With few precedents in this industry, the company must develop its own processes and implementation. Students are challenged to define the next steps in the rebranding, including the promotion of DSM’s sustainability positioning as its key differentiator....Starting at €8.20
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Otoyol Motor Company
Jim KayalarCase IVEY-9B09M053-EMarketing, Service and Operations Management, StrategyOtoyol Motor Company, a large commercial vehicle manufacturer, is on the verge of being liquidated by its shareholders. Despite all efforts to maintain its competitive position, the company has been caught in a downward spiral. Erosion of its first mover advantages, shifts in industry core competencies and changes in consumer preferences have depreciated the company's value proposition and deteriorated its market share. Utilizing empirical data, ...Starting at €8.20
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Cherries With Charm: Turkey's Alara Agri
Michael R. Pearce; Jordan MitchellCase IVEY-9B09A019-EEntrepreneurship, Marketing, StrategyThe chief executive officer (CEO) and owner of Alara Agri, a major Turkish cherry and fig producer, wants to convince retailers in Belgium and Germany (and, later, other parts of Europe) to change cherries from a bulk product to a higher-end luxury product packaged in small carry bags. The move from bulk to small packages has been highly successful in the United Kingdom where retailers reduced waste and increased margins. The German and Belgian r...Starting at €8.20
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Rabobank Corporate Netherlands: Turning the Smartphone into an Engine of Bottom-Line Growth
Stremersch, Stefan; Camacho, NunoCase M-1286-EMarketingSet in late 2011, this case study enables the discussion of a bank's possibilities to develop new business amid drastic technological and macroeconomic changes promising to revolutionize the whole payment value chain. In particular, several emerging technologies - such as near-field communication (NFC) - promised to turn mobile payments into a trillion-dollar industry in a period of less than five years. The case invites students to step into the...Starting at €8.20
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Global Branding and Advertising (Spanish version)
Quelch, John A.Case HBS-503S51MarketingHeineken managers are evaluating the results of the research projects designed to identify the values of the Heineken brand and to translate these into effective advertising messages.Starting at €8.20
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Koç Holding: Los electrodomésticos de la línea blanca de Arçelik
Quelch, John A.; Root, RobinCase HBS-507S11MarketingLa administración está considerando sus opciones para la futura expansión internacional. Koc es el principal proveedor de productos de línea blanca (electrodomésticos de cocina) en Turquía y se ha ido incrementando sus esfuerzos de exportación. A medida que los aranceles de importación más bajos invitar a los competidores extranjeros para entrar en Turquía, Koc debe decidir cómo equilibrar la defensa de su cuota de mercado nacional contra una may...Starting at €8.20
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Godiva Japan: Think Local, Scale Global
Deshpande, Rohit; Cekin, Esel; Kanno, AkikoCase HBS-517056-EMarketingThis case tracks Jerome Chouchan's strategies and execution for a successful turn around of Godiva Japan's operations which was experiencing a decline in sales when he became the managing director of the company in 2010. Through various initiatives and innovations, Godiva Japan had targeted a variety of demographic segments in different sales points, acquired new customers and created a moment of luxurious consumption for all ages. Accordingly, w...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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Enpara.com: Digital Bank at a Crossroad
Gupta, Sunil; Kuzucu, ErenCase HBS-518030-EMarketingIn March 2017, Elsa Pekmez Atan (MBA 2004), was wondering about the future of Enpara.com, a digital-only banking platform of QNB Finansbank. Since its launch in October 2012, Enpara had been successful in attracting over 600,000 customers by appealing to digital savvy, middle-class customers that QNB Finansbank was lacking for a long time. By the end of 2016, it accounted 16% of QNB Finansbank's deposits. With the support of the top management, A...Starting at €8.20
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Arcelik: COVID-19 Fueled Omnichannel Growth (B)
Israeli, Ayelet; Khrais, FaresCase HBS-521068-EMarketingStarting at €5.74