HBSP (USA)
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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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Apple Inc. in 2018
Yoffie, David B.; Baldwin, EricCase HBS-718439-EStrategyMany observers worried about what would happen to Apple when Steve Jobs died in 2011. But Apple had performed above everyone's expectations in Cook's six years as CEO. Apple's core business - the iPhone - continued to deliver spectacular results. In addition, Cook was aggressively introducing new products, ranging from Apple Watch to HomePod. Cook also had the world's biggest balance sheet to invest in new technologies and markets. The total num...Starting at €8.20