HBSP (USA)
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Dr. Ing. h.c. F. Porsche AG (A): Fiel a la marca
Fear, Jeffrey; Knoop, Carin-IsabelCase HBS-707S13StrategyExamina una de las más importantes decisiones empresariales realizadas en la historia de Porsche, realizadas a principios de 1998: para construir un vehículo utilitario deportivo (SUV) - Cayenne. Después de décadas de depender de uno o dos modelos de coches deportivos y casi en quiebra y perder su independencia en 1993, Porsche tuvo que diversificar sus líneas de productos. También examina las implicaciones de marca de la internacionalización de ...Starting at €8.20
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The Cayenne Launch (Spanish version)
Deighton, John; Avery, Jill; Fear, JeffreyCase HBS-520S01MarketingCan an online discussion forum supply insight into the evolution of brand meaning? In 2003 Porsche launched a sport utility vehicle, dividing Porsche purists from newcomers to the brand. Vocal members of online and offline Porsche communities ridiculed the Cayenne SUV and disapproved of the new breed of driver. Some opposed offering Porsche Club membership to them, and some even refused to extend the fraternal Porsche "wave" or headlight flashing...Starting at €8.20
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In a World of Pay (HBR Case Study and Commentary)
Fryer, Bronwyn; Milkovich, George T.; Thinnes, Jeffrey A.; Yaffe, Joseph; Kokott, DietmarArticle HBS-R0311A-ELeadership and People ManagementJurgen Mehr, the European head of marketing for German software giant Typware, is irate about the salary demands of the American executive he wants to hire. Anne Prevost, the executive in question, is the marketing director at a U.S. software company that has been making forays into Typware's markets. She engineered a huge uptick in sales for her company, and now she is ready to jump ship--provided Typware makes her a good offer. She would be a b...Starting at €8.20