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Employer branding en Siemens: ¿quién lidera la marca (A)
Oliver, Xavier; Sastre Boquet, IsaacCase M-1368Innovation and Change, Leadership and People Management, MarketingEn 2015, Siemens se enfrentaba a una crisis de reclutamiento. En un momento en que la digitalización y la ciencia de datos eran claves para la ingeniería, se vio compitiendo con empresas como Google, Apple o Microsoft, mucho más atractivas para trabajar. De hecho, una encuesta de la propia compañía reveló que casi todos sus grupos de interés la veían como una empresa anticuada, poco atractiva y conservadora, una imagen que no reflejaba el trabajo...Starting at €8.20
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Laboratorios Alce Brazil: Sales Team Turnover
Segarra, José Antonio; Carrillo, JordiCase M-1264-ELeadership and People Management, MarketingLaboratorios Alce, a Brazilian market leader in ophthalmic drugs, faces a disproportionate turnover in its network of salespeople, with serious consequences for the business. The national sales manager reflects on the causes of the high turnover rate and on possible solutions. In addition, he contemplates introducing changes to the commercial organization and sizing of his network of 70 salespeople.Starting at €8.20
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Siemens Employer Branding: Who Owns the Brand (A)
Oliver, Xavier; Sastre Boquet, IsaacCase M-1368-EInnovation and Change, Leadership and People Management, MarketingIn 2015, Siemens was facing a recruitment crisis. In an era in which digitization and data science were key in engineering, it found itself competing for talent against the likes of Google, Apple and Microsoft, while being perceived as a much less attractive place to work than those hotshot companies. After carrying out a survey, Siemens discovered that it was seen by nearly all stakeholders as an old-fashioned, unattractive and conservative comp...Starting at €8.20
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L'Oréal USA: Digitally Optimizing Consumer Insights
Dennis Paris; Sheri Lambert; Amy LavinCase IVEY-9B21A012-EMarketingNima Gohil, head of the new digital and creative consumer research department at L’Oréal USA (L’Oréal), was preparing for the upcoming January 2016 board meeting at L’Oréal’s research and innovation headquarters in Clark, New Jersey. L’Oréal’s competitors were using new digital media to highlight beauty products to current and new users, and L’Oréal was under pressure to develop a better way to connect with consumers to maintain—if not grow—marke...Starting at €8.20
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LIDL: A German Grocer in the United States
Lubna Nafees; Neel Das; Mokhalles MehdiCase IVEY-9B19A007-EMarketing, StrategyIn 2017, the German grocery chain Lidl Stiftung & Co. KG (Lidl) opened its first 20 U.S. stores in the southern states of Virginia, North Carolina, and South Carolina. Key target segments of Lidl were budget-conscious customers, middle-class families with children, and elderly customers on a fixed income. Lidl offered lower prices than its competitors and quickly gained a strong advantage in the marketplace. Despite high early consumer demand, ho...Starting at €8.20
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Amanco Brasil (A): Branding Strategy
Rocha e Oliveira, Paulo; Sauerbronn Jacinto, Rodrigo; Cerquinho, FábioCase M-1282-EMarketingAmanco was Latin America's leading manufacturer and marketer of pipes and fittings solutions for water management systems, with worldwide net sales of US$ 688 million. The company had been in Brazil for 10 years but was losing money. CEO Roberto Salas and Marketing Director Marise Barroso were preparing a proposal for the Brazilian operations at the request of Grupo Nueva, the Swiss holding company that owned Amanco. One of the key decisions to b...Starting at €8.20
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Magazine Luiza: Expanding Horizons: The role of ecommerce in the post-IPO growth strategy
Rocha e Oliveira, Paulo; Bullara, Cesar; Sauerbronn Jacinto, RodrigoCase M-1275-ELeadership and People Management, Marketing, Service and Operations ManagementIn May 2011, Brazilian retailer Magazine Luiza successfully raised R$926 million (¿400 million) from its initial public offering (IPO) on the São Paulo stock exchange. The firm was immediately confronted with the challenge of accelerating growth beyond its already remarkable growth rate. The case is centered on the role e-commerce should play in the company's future. On the one hand, the market potential seems to be very interesting and the compa...Starting at €8.20
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The MonoSpace Launch in Germany (Spanish version)
Narayandas, Das; Swartz, GordonCase HBS-503S07MarketingFocuses on the launch of a new elevator product in Germany. In 1996, global construction slumps and low differentiation among competitive offerings has led to significant price competition and margin erosion in the elevator industry. In these circumstances, KONE, one of the global players in this industry, has developed the Monospace elevator product that uses revolutionary technologies. This new product is expected to have a significant impact o...Starting at €8.20
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Mismanagement of Customer Loyalty (Spanish version)
Reinartz, Werner; Kumar, VArticle HBS-R0207FMarketingIdentify early and don't invest anything.Starting at €8.20
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Wolters Brewery (B): Traditions for the Future
Klaus MeyerCase IVEY-9B12M010-EEntrepreneurship, Marketing, StrategyThis case is a supplement to Wolters Brewery (A): Negotiating Restructuring. It gives a debriefing of the (A) case. It is also an independent case on small- and medium-sized enterprises facing issues of local brand marketing in an industry increasingly dominated by global players, and of developing exports from scratch.Starting at €5.74