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Mazatlán: The Destination That Did Not Like Its Brand
Nicolas Kervyn; Fernando Rey Castillo Villar; Silvestre Flores Gamboa; Manuel Lopezneria; Matthew ThomsonCase IVEY-W28621-EMarketingIn 2022, Mazatlán was enjoying a reputation as a popular seaside town on the Mexican Pacific Coast, in the northwestern state of Sinaloa. Protected by a bay and three islands, it offered sandy beaches and favourable weather year-round, making it an attractive destination for Mexican, American, and Canadian vacationers. It was a popular stop for Pacific Ocean cruises, where tourists could enjoy beaches, sunshine, Mexican cuisine and culture, and v...Starting at €8.20
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Mazatlán: The Destination That Did Not Like Its Brand (Spanish version)
Nicolas Kervyn; Fernando Rey Castillo Villar; Silvestre Flores Gamboa; Manuel Lopezneria; Matthew ThomsonCase IVEY-W32003MarketingIn 2022, Mazatlán was enjoying a reputation as a popular seaside town on the Mexican Pacific Coast, in the northwestern state of Sinaloa. Protected by a bay and three islands, it offered sandy beaches and favourable weather year-round, making it an attractive destination for Mexican, American, and Canadian vacationers. It was a popular stop for Pacific Ocean cruises, where tourists could enjoy beaches, sunshine, Mexican cuisine and culture, and v...Starting at €8.20
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innogy Consulting GmbH: Competing Away From Home
Jonathan Chen; Son Tran Tuan; Christopher WilliamsCase IVEY-9B18M159-EEntrepreneurship, StrategyIn 2016, the managing director of innogy Consulting GmbH (iCon), an international strategic consulting firm based in Germany, had many reasons to be delighted. The company had risen to second place in an annual ranking of internal consultancies after successfully expanding into four new countries. He now pondered new challenges and directions for iCon, after having led RWE Consulting—the predecessor to iCon—since 2007. As an internal consulting d...Starting at €8.20