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Paez
Avery, Jill; Miguel, Maria Fernanda; Urdapilleta, LauraCase HBS-316085-EMarketingPaez, an Argentine start-up fashion brand, sold traditional alpargatas, a sleepy shoe category that suddenly woke up when U.S. company TOMS borrowed the traditional alpargata design, covered it with fashionable colors and prints, and tied it to a social cStarting 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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Paez (Spanish version)
Avery, Jill; Miguel, Maria Fernanda; Urdapilleta, LauraCase HBS-319S21MarketingPáez, una marca de moda puesta en marcha de Argentina, que se vende alpargatas tradicionales, una categoría de calzado sueño que de repente se despertó cuando la compañía de EE.UU. TOMS prestado el diseño tradicional alpargata, la cubrió con colores de moda y estampados, y ligado a una causa social. Los fundadores de Paez eran muy conscientes de los retos presentes y futuros que enfrentan debido a los recursos y capacidades de su competidor más b...Starting at €8.20