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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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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