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IESE Insight. Issue 15. Fourth Quarter 2012
IESE InsightMagazine REV-36-EAccounting and Control, Business Ethics and Corporate Social Responsibility, Economics, Entrepreneurship, Finance, Innovation and Change, Knowledge and Communication, Leadership and People Management, Marketing, StrategyClaus Rerup (Richard Ivey School of Business) presents a framework for companies to improve their capability to pick up on signals that impending crises give off before they happen. The corporate communications consultant Alfonso González-Herrero looks at the key issues that companies must address, with forecasting and planning, in order to safeguard their reputations. IESE's José R. Pin provides a guide to help managers lead and communicate, so ...Starting at €22.00
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Employer branding en Siemens: ¿quién lidera la marca (A)
Oliver, Xavier; Sastre Boquet, IsaacCase M-1368Innovation and Change, Leadership and People Management, MarketingEn 2015, Siemens se enfrentaba a una crisis de reclutamiento. En un momento en que la digitalización y la ciencia de datos eran claves para la ingeniería, se vio compitiendo con empresas como Google, Apple o Microsoft, mucho más atractivas para trabajar. De hecho, una encuesta de la propia compañía reveló que casi todos sus grupos de interés la veían como una empresa anticuada, poco atractiva y conservadora, una imagen que no reflejaba el trabajo...Starting at €8.20
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Siemens Employer Branding: Who Owns the Brand (A)
Oliver, Xavier; Sastre Boquet, IsaacCase M-1368-EInnovation and Change, Leadership and People Management, MarketingIn 2015, Siemens was facing a recruitment crisis. In an era in which digitization and data science were key in engineering, it found itself competing for talent against the likes of Google, Apple and Microsoft, while being perceived as a much less attractive place to work than those hotshot companies. After carrying out a survey, Siemens discovered that it was seen by nearly all stakeholders as an old-fashioned, unattractive and conservative comp...Starting at €8.20
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L'Oréal USA: Digitally Optimizing Consumer Insights
Dennis Paris; Sheri Lambert; Amy LavinCase IVEY-9B21A012-EMarketingNima Gohil, head of the new digital and creative consumer research department at L’Oréal USA (L’Oréal), was preparing for the upcoming January 2016 board meeting at L’Oréal’s research and innovation headquarters in Clark, New Jersey. L’Oréal’s competitors were using new digital media to highlight beauty products to current and new users, and L’Oréal was under pressure to develop a better way to connect with consumers to maintain—if not grow—marke...Starting at €8.20
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Lidu Liquor Co. Ltd.: Immersive Experiential Marketing
Haibo Hu, Tao Huang, Huaiyuan Han, William Wei, Meiju Fei, Haitao Lu, Fan YuCase IVEY-W24771-EMarketingThe general manager of Lidu Liquor Co. Ltd. (Lidu) was considering the next phase of the company’s marketing plan. From 2016 to 2018, unit sales had risen from ¥80 million to ¥300 million, largely due to Lidu’s unconventional marketing programs. But by miStarting at €8.20
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LIDL: A German Grocer in the United States
Lubna Nafees; Neel Das; Mokhalles MehdiCase IVEY-9B19A007-EMarketing, StrategyIn 2017, the German grocery chain Lidl Stiftung & Co. KG (Lidl) opened its first 20 U.S. stores in the southern states of Virginia, North Carolina, and South Carolina. Key target segments of Lidl were budget-conscious customers, middle-class families with children, and elderly customers on a fixed income. Lidl offered lower prices than its competitors and quickly gained a strong advantage in the marketplace. Despite high early consumer demand, ho...Starting at €8.20
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IDL: Enabling the Conventional Retail Industry
Yibo Lyu; Lining Bao; Qing Liu; Yushan Zhou; Shaojie Han; Liangqi Xu; Jianen Sun; Chun Kong AuCase IVEY-9B20A042-EMarketingIDL Innovation Hong Kong Co. Ltd. (IDL) was a well-known interior design company specializing in commercial retail centres. The design company’s goal was to help its partners create more value by presenting effective interior design. However, with the risStarting at €8.20
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Sunyuki: Organic Fresh-Food Distribution Channels
Jing Liang; Shilei Yang; Jing ChenCase IVEY-9B20A054-EEntrepreneurship, Marketing, StrategyIn January 2015, the founder and chairman of Sunyuki Agricultural Co., Ltd. (Sunyuki), was considering a major change to his company. Founded in 2010, Sunyuki was one of the first online fresh-food retailers in southwest China, providing safe, fresh, orgaStarting at €8.20
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Ronds: A Pioneer in a Blue Ocean (A)
Doreen Kum; Qizhang Liu; Bin DingCase IVEY-9B20A011-EEntrepreneurship, Marketing, StrategyRonds Science & Technology Incorporated Company (Ronds) was a leading smart solutions provider in China’s machine condition monitoring market. Since its establishment, 10 years earlier, the high-tech company’s monitoring and diagnostic solutions have been implemented across various industries, with the strongest foothold in the wind energy industry. However, the co-founder and chairman of Ronds observed that most Chinese industrial enterprises we...Starting at €8.20
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Suntory: Rebranding the Japanese Whisky Highball
Philip SugaiCase IVEY-9B20A017-EMarketing, StrategyFounded in 1899 by Shinjiro Torii in Osaka, Japan, Suntory Holdings (Suntory) boasted a rich history in Japan’s alcoholic beverage industry. It purchased US-based Beam in 2014 for $16 billion, renamed itself as Beam Suntory, and transformed into one of the world’s largest alcoholic beverage makers, reaching total global revenues of more than 2.5 trillion yen ($23 billion) by the end of fiscal year 2018. Now, in 2020, could the Suntory team pull o...Starting at €8.20