HBSP (USA)
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Going Social: Durex in China
Piskorski, Mikolaj Jan; Smith, AaronCase HBS-714430-EStrategyWhen Reckitt Benckiser (RB), a leading consumer goods company, first entered China, it encountered significant challenges. RB's strategy relied on selling high margin products supported by cost-effective advertising and distribution, but the highly competitive Chinese market made it hard to sustain high margins, inflated television advertising rates made marketing expensive, and an inefficient distribution system increased costs further. In 2010,...Starting at €8.20
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Competing Against Bling (HBR Case Study)
Nason, Stephen; Salvacruz, Joseph; Stevenson, J.P.Article HBS-R1703X-EMarketingWei Song oversees Greater China for Rochat & Schmid, a 100-year-old Swiss maker of luxury timepieces. China is a critical market for the firm, but sales of watches have stalled there. The firm's competitors are going after China's luxury shoppers, who are younger and flashier than the traditional customer base, with new gem-encrusted products that offer "bling." To compete with them, Pearl Zhang, Song's VP of marketing, wants to launch a campaign...Starting at €8.20
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Competing Against Bling (Commentary for HBR Case Study)
Nason, Stephen; Salvacruz, Joseph; Stevenson, J.P.Article HBS-R1703Z-EMarketingWei Song oversees Greater China for Rochat & Schmid, a 100-year-old Swiss maker of luxury timepieces. China is a critical market for the firm, but sales of watches have stalled there. The firm's competitors are going after China's luxury shoppers, who are younger and flashier than the traditional customer base, with new gem-encrusted products that offer "bling." To compete with them, Pearl Zhang, Song's VP of marketing, wants to launch a campaign...Starting at €8.20
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Competing Against Bling (HBR Case Study and Commentary)
Nason, Stephen; Salvacruz, Joseph; Stevenson, J.P.Article HBS-R1703N-EMarketingWei Song oversees Greater China for Rochat & Schmid, a 100-year-old Swiss maker of luxury timepieces. China is a critical market for the firm, but sales of watches have stalled there. The firm's competitors are going after China's luxury shoppers, who are younger and flashier than the traditional customer base, with new gem-encrusted products that offer "bling." To compete with them, Pearl Zhang, Song's VP of marketing, wants to launch a campaign...Starting at €8.20