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On Your Bike! Using Marketing Mix to Drive Successful Bicycle Sharing Programs in Europe
Winig, Laura; Laidler-Kylander, Nathalie; Strauss, StevenCase HBS-KS1119-EMarketingEuropean municipalities, eager to increase the use of environmentally friendly forms of public transportation, offered bicycle sharing programs as adjuncts to their public transportation systems. This case focuses on the bicycle sharing systems in three mid-sized European cities: Mainz, Germany, Lille, France and Antwerp, Belgium. The case describes the market segments within each city and lays out the marketing mix variables-the 4Ps (product, pr...Starting at €8.20
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From Crisis to World Champions: Lessons from German Football
Holger Ernst; Peter M. Bican; Carsten C. GuderianCase IVEY-9B17M154-EStrategyFor the Deutscher Fussball-Bund e.V. (DFB)—the German Football Association—winning the most prestigious football trophy, the 2014 FIFA World Cup, was the culmination of a long period of suffering, reinventing, and rebuilding. Once the dominating force in world football, the German team had been at rock bottom around the beginning of the millennium. To manage its way out of this crisis and leave competitors behind once again, the DFB had to fundam...Starting at €8.20