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Robert Krups GMBH & Co. KG: Brand Transfer into East Germany (A)
Hickman, E.; Joachimsthaler, Erich A.Case M-926-EMarketingCase deals with the issues that make a brand strong e.g. positioning, product characteristics, advertising and product presentation strategy, etc.; measures of a brand's strength e.g. awareness, perceived quality reputation, etc. The management issue is how to transfer these brand attributes to the newly opened east european market and indeed, to decide which specific brands will actually appeal to this new set of consumers.Starting at €8.20
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Basic Quantitative Analysis for Marketing (Spanish version)
Dolan, Robert J.Case HBS-506S24MarketingShows how to calculate and use the break-even volume in marketing decision making.Starting at €8.20
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mymuesli: New Markets for Customized Breakfast Cereal
Marc Fetscherin; Elena KasperCase IVEY-9B17A055-EEntrepreneurship, Marketing, StrategyIn 2017, the German company mymuesli GmbH (mymuesli) was operating in six European countries. Having begun to successfully distribute its customizable organic breakfast cereals online, mymuesli built on its growing popularity by opening stores in various cities across Germany, Austria, Switzerland, the Netherlands, and Sweden, where the most popular versions of the product were sold. The relatively young company differentiated itself with its cus...Starting at €8.20
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Allianz Customer Centricity: Is Simplicity the Way Forward?
Ascarza, Eva; Billaud, EmilieCase HBS-522008-EMarketingThis case explores the tradeoffs between product personalization and simplicity as companies grow. The case presents an opportunity to understand whether and how each of these approaches enables and/or limits companies' abilities to provide customer satisfaction while being efficient in their operations. In October 2018, Allianz was one of the world's leading insurers and asset managers with 103 million retail and corporate customers in 70 count...Starting at €8.20
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IESE Insight. Número 10. Tercer trimestre 2011
IESE InsightMagazine REV-10Economics, Finance, Innovation and Change, Knowledge and Communication, Leadership and People Management, Marketing, Service and Operations Management, StrategyHoy, las empresas que piensan en internacionalizarse, innovar y crecer tienen muy claro que deben dirigirse a los mercados que llamábamos emergentes, y que ahora se conocen como de alto crecimiento. Pero las realidades de estos mercados ya no son como hace una década. Los artículos de este número de IESE Insight apuntan algunos aspectos que las empresas harían bien en tener en cuenta. Mauro F. Guillen y Esteban García-Canal repasan la...Starting at €22.00
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IESE Insight. Número 15. Cuarto trimestre 2012
IESE InsightMagazine REV-36Accounting and Control, Business Ethics and Corporate Social Responsibility, Economics, Entrepreneurship, Finance, Innovation and Change, Knowledge and Communication, Leadership and People Management, Marketing, StrategyLas crisis golpean a cualquier empresa en el momento menos esperado, por lo que deben integrarse como un elemento más de la gestión diaria de la empresa. El número 15 de la revista IESE Insight repasa algunos aspectos clave para que la empresa esté a la altura de las circunstancias. Antes de que estalle una crisis, hay que estar atento a los indicios previos, ya que eso condicionará la capacidad de respuesta de la empresa. Claus Rerup prop...Starting at €22.00
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Onward Technologies Limited: An Indian SME Building a Global Brand
Mahima Mishra; Anand Prakash; Santosh Gopalkrishnan; Madhura BedarkarCase IVEY-9B20A079-EEntrepreneurship, Marketing, StrategyOnward Technologies Limited was an engineering services outsourcing company based in India with divisions and branch offices around the world. Founded in 1991, the company was an early entrant in the services outsourcing sector and had performed moderatelStarting at €8.20
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Robert Krups GMBH & Co. KG: Brand Transfer into East Germany (B)
Hickman, E.; Joachimsthaler, Erich A.Case M-927-EMarketingProvides detailed market information about East Germany as a background for the decisions that have to be made in the (A) case (M-926-E).Starting at €5.74
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RCI Europe Ltd.: Calidad de servicio
Hare, B.; Huete, Luis MaríaCase M-905MarketingDurante el período 1991-1992, la dirección de RCI se sintió cada vez más obligada a examinar el grado de satisfacción del cliente con la multipropiedad. Primero fue la prensa la que informó en varios artículos de compradores de multipropiedad que habían expresado su insatisfacción con la compra. Después, hubo un estudio reciente de Ernst & Young, sobre propietarios británicos, que mostraba una parte importante de propietarios que no estaban satis...Starting at €8.20
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Building Loyalty in Business Markets (Spanish version)
Narayandas, DasArticle HBS-R0509HMarketingCompanies often apply consumer marketing solutions in business markets without realizing that such strategies only hamper the acquisition and retention of profitable customers. Unlike consumers, business customers inevitably need customized products, quantities, or prices. A company in a business market must, therefore, manage customers individually, showing how its products or services can help solve each buyer's problems. And it must learn to r...Starting at €8.20