HBSP (USA)
-
Rediscovering Market Segmentation (Spanish version)
Yankelovich, Daniel; Meer, DavidArticle HBS-R0602GMarketingIn 1964, Daniel Yankelovich introduced in the pages of Harvard Business Review the concept of nondemographic segmentation, by which he meant the classification of consumers according to criteria other than age, residence, income, and such. The predictive power of marketing studies based on demographics was no longer strong enough to serve as a basis for marketing strategy, he argued. Buying patterns had become far better guides to consumers' futu...Starting at €8.20
-
How to Make the Most of Omnichannel Retailing
Harvard Business ReviewArticle HBS-F1607A-EMarketingOne of the biggest challenges for brick-and-mortar retailers is competing with online-only sellers such as Amazon. The conventional "omnichannel" strategy is to encourage consumers to shop across channels. But few retailers have closely examined the profitability of such efforts, and they typically pay little attention to how far a customer lives from the store. New research led by Temple University's Xueming Luo shows that distance is a crucial ...Starting at €8.20
-
InMobi: Reimagining Mobile Advertising
Gupta, Sunil; Chaturvedi, SaloniCase HBS-516030-EMarketingInMobi, a mobile advertising company, considered one of India's first unicorns, has launched a new product called Miip. InMobi hopes that the product will grow its revenue 8 times by 2018. Visually identified by a mascot, Miip seeks to re-imagine adverting by becoming a user's trusted companion on the mobile phone, introducing them to new, relevant products, much as a friend would. As the CEO and co-founder Naveen Tewari introduces the product in...Starting at €8.20
-
Zespri Grows
Bell, David E.; Kindred, NatalieCase HBS-519047-EMarketingControlling about a third of global kiwifruit exports by volume and nearly half by value in 2018, Zespri was a grower-owned "corporatized cooperative" with the exclusive right to export New Zealand-grown kiwifruit (except to Australia). Zespri did not grow fruit, but rather managed an integrated marketing system across the value chain. This coordinated structure enabled Zespri to control quality, build a brand, and command premium prices in expor...Starting at €8.20
-
Hormel Foods
Bell, David E.; Kindred, NatalieCase HBS-520045-EMarketingIn 2019, CEO Jim Snee is weighing how to shape the image of Hormel Foods, one of the largest U.S. meat and food companies, at a time when the industry faces unprecedented scrutiny. Based in the small town of Austin, Minnesota, the nearly 130-year-old firm is best known for its legacy meat-based brands such as Hormel Pepperoni and Spam. It also owns brands (many acquired recently) that consumers might not associate with Hormel, such as Wholly Guac...Starting at €8.20
-
COFCO Xinjiang Tunhe Co., Ltd.
Bell, David E.; Sesia, AldoCase HBS-508079-EMarketingIn 2005, COFCO Ltd., one of China's largest and most successful companies, acquired Xinjiang Tunhe, a tomato processing firm, which had been, in recent years, poorly managed. COFCO changed Tunhe's management team and set out to create a culture of professionalism and impressed upon the employees that the customer came first. Qin Yelong, Tunhe president, had ambitious goals for the company. he wanted Tunhe to be the world's largest supplier of tom...Starting at €8.20
-
TripAdvisor, Teaching Note
Gupta, SunilTeaching Note HBS-512108-EMarketingTeaching Note for 511004.Starting at €0.00
-
SANY: Going Global
Lal, Rajiv; Lippert, Stefan; Dai, Nancy Hua; Deng, DiCase HBS-513058-EMarketingApril 17, 2012, was a special day for SANY Group and for its founder Liang Wen'gen. Headquartered in Changsha, SANY Group had transformed itself in two decades from a small welding material factory in 1989 to a leading global construction equipment manufacturer with 5 industrial parks in China; 5 R&D and manufacturing bases in America, Germany, India, Brazil, and Indonesia; and 21 sales companies worldwide. SANY Heavy Industry Co., Ltd. (SANY), S...Starting at €8.20
-
SANY: Going Global, Teaching Note
Lal, RajivTeaching Note HBS-513080-EMarketingTeaching Note for 513058Starting at €0.00
-
Fitya - The Case of a Chinese Watch Company, Teaching Note
McFarlan, F. WarrenTeaching Note HBS-311062-EMarketingTeaching Note for 308025.Starting at €0.00