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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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Alessandro Mueller: How to Become an Entrepreneur by Making the Numbers Work
Ruman, Szczepan; Liechtenstein, HeinrichCase F-862-EEntrepreneurship, FinanceAlessandro leaned back in his chair. Through the windows of his home office in Aachen, Germany, he could already see the sunrise and he was not even close to making his buyout model work. Two days from now, on March 13, 2012, he had to deliver the model for this opportunity to his investors. But how could he get their desired IRR and at the same time maintain the stake he wanted to have in this investment? He put away a can of Coke that he was ab...Starting at €8.20