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The Cayenne Launch (Spanish version)
Deighton, John; Avery, Jill; Fear, JeffreyCase HBS-520S01MarketingCan an online discussion forum supply insight into the evolution of brand meaning? In 2003 Porsche launched a sport utility vehicle, dividing Porsche purists from newcomers to the brand. Vocal members of online and offline Porsche communities ridiculed the Cayenne SUV and disapproved of the new breed of driver. Some opposed offering Porsche Club membership to them, and some even refused to extend the fraternal Porsche "wave" or headlight flashing...Starting at €8.20
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Becker Textilwerk GmbH
Soler Vila, Eduardo; Peñalva Acedo, FernandoCase C-810-EAccounting and ControlThis case focuses on a German company, Becker Textilwerk, which produces high-performance fabrics. The company registered total sales of 1.2 billion euros in 2016. Becker is working at full capacity and is faced with making a decision regarding a client's request for a substantial increase in the discount being applied to its orders. If the company denies the request, the client will no longer buy from Becker and will move on to the competition. ...Starting at €8.20