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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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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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Corruption in Germany
Abdelal, Rawi; Di Tella, Rafael; Schlefer, JonathanCase HBS-709006-EWhy do managers become corrupt? Does corruption ever pay? When do friendly relations cross into bribery? How can CEOs manage and prevent outbreaks of corruption? These and other questions are raised by three short case studies of corruption in Germany: at the global engineering firm Siemens, the automaker VW, and the chemical giant BASF. While German law not only permitted overseas bribery but even made it tax deductible until 1999, it was not we...Starting at €8.20
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Energy Security in Europe (A): Nord Stream
Abdelal, Rawi; Tarontsi, SogomonCase HBS-711026-EEconomicsRussian and German energy firms initiated the Nord Stream natural gas pipeline project with strong political support from their home governments but encountered resistance from other states. Although the pipeline would connect Russia with Germany directly, the project was not simply a bilateral matter. First, a need to secure construction permits in multiple jurisdictions around the Baltic Sea involved other countries. And second, Germany's membe...Starting at €8.20
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Fiscal Responses to COVID-19
Abdelal, Rawi; Di Tella, Rafael; Pons, Vincent; Goldstein, GalitCase HBS-721011-EEconomicsFor the first half of 2020, the COVID-19 crisis seemed on the verge of spiraling out of control. The business world struggled to figure out what COVID meant for macroeconomics. Extended restrictions limiting human interaction meant an end to normal economStarting at €8.20