HBSP (USA)
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Longchamp
Avery, Jill; Junker, Tonia; Beyersdorfer, DanielaCase HBS-316086-EMarketingLongchamp's Le Pliage is one of the fashion world's most successful products, a cultural icon across the globe. But managing the low priced, nylon handbag is challenging as Longchamp tries to move its brand upmarket into higher priced, luxury leather goodStarting at €8.20
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Longchamp (Spanish version)
Avery, Jill; Junker, Tonia; Beyersdorfer, DanielaCase HBS-317S06MarketingLongchamp's Le Pliage is one of the fashion world's most successful products, a cultural icon across the globe. But managing the low priced, nylon handbag is challenging as Longchamp tries to move its brand upmarket into higher priced, luxury leather goods. How much should Longchamp focus on Le Pliage versus its leather handbags? How should the subbrand be distributed, merchandised, priced, and promoted? How does Le Pliage both contribute to and ...Starting at €8.20
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Ibrahim Dabdoub at the National Bank of Kuwait
Hill, Linda A.; Teppert, Dana M.Case HBS-413107-ELeadership and People ManagementIbrahim Dabdoub, the Group chief executive of the National Bank of Kuwait (NBK), reflects on his past 30 years at the helm of the Bank. Under his leadership, NBK grew from a small local bank to one of the preeminent financial institutions in the region. However, following the global financial crisis of 2008 and the Arab Spring, NBK had to slow its regional expansion. Dabdoub wonders if the Bank is positioned to thrive and fulfill its collective a...Starting at €8.20
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Luca de Meo at Volkswagen Group
Hill, Linda A.; Teppert, Dana M.Case HBS-413124-ELeadership and People ManagementLuca de Meo, chief marketing officer of Volkswagen Group, reflects on his time leading the marketing department at Volkswagen Passenger Cars brand. In particular, he thinks about the environmental sustainability initiative launched by marketing called "Think Blue." and its success throughout the company. During his time at Volkswagen, de Meo focused on transforming the marketing department into an engine of innovation. De Meo and his team in mark...Starting at €8.20