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HBSP (USA)
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Strengthening the Brand with Digital Marketing (Spanish version)
Avery, Jill; Dev, Chekitan S.; O'Connor, PeterCase HBS-316S10MarketingAccor, the world's leading hotel operator with a portfolio of fourteen hospitality brands (including Sofitel and Novotel) in 92 countries, prided itself on living up to its motto, "To open new frontiers in hospitality." Accor was indeed contemplating how to do just that-but not by tackling a new frontier of the geographic variety. Rather, the firm was further exploring the digital frontier via a new distribution channel that would allow it to bet...Starting at €8.20
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Longchamp
Avery, Jill; Junker, Tonia; Beyersdorfer, DanielaCase HBS-316086-EMarketingLongchamp's Le Pliage is one of the fashion world's most successful products, a cultural icon across the globe. But managing the low priced, nylon handbag is challenging as Longchamp tries to move its brand upmarket into higher priced, luxury leather goodStarting at €8.20
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L'Oreal: Global Brand, Local Knowledge
Henderson, Rebecca M.; Johnson, RyanCase HBS-311118-EMarketingWorldwide, and in the U.S. marketplace in particular, the French cachet of L'Or al was one of its most powerful marketing tools. However, with the opening up of emerging markets, L'Or al had to cater to a diverse customer base: an aging population in thStarting at €8.20
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CLUST.COM: Sueñe Más y Pague Menos
Wathieu, LucCase HBS-502S46MarketingClust es un sitio web de compra del grupo francés. En lugar de la comercialización de productos a los consumidores, Clust es la comercialización de las demandas del consumidor agregados a los fabricantes. En consecuencia, más allá del acto habitual de elegir entre alternativas predefinidas, se espera que los consumidores de criar a sus demandas y crear nuevas ideas de productos, para discutir y apoyar las ideas de los demás, para pedir a sus amig...Starting at €8.20
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Cofidis (Spanish Version)
Wathieu, LucCase HBS-503S16MarketingUn descendiente del catálogo francesa comercializador 3 Suisses, y un patrocinador popular del Tour de Francia, Cofidis vende crédito al consumo a través del teléfono, desafiando a la banca convencional con una política de producto y una estrategia de comunicación que se adapta perfectamente comparativos de la empresa (des) ventajas. Este caso describe: propuesta de producto y el valor Cofidis'; la evolución contexto competitivo y la complejidad ...Starting at €8.20
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Maison Bouygues (Spanish Version)
Quelch, John A.; Conley, GregCase HBS-503S77MarketingEl vicepresidente de marketing está revisando el plan de marketing 1991 y el presupuesto para Maison Bouygues, el principal constructor de nuevas viviendas unifamiliares en Francia. Debido a la recesión, se prevé que las ventas de la compañía para ser plana y pueden necesitar ser hecho en la comercialización y venta mezcla ajustes.Starting at €8.20
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Longchamp (Spanish version)
Avery, Jill; Junker, Tonia; Beyersdorfer, DanielaCase HBS-317S06MarketingLongchamp's Le Pliage is one of the fashion world's most successful products, a cultural icon across the globe. But managing the low priced, nylon handbag is challenging as Longchamp tries to move its brand upmarket into higher priced, luxury leather goods. How much should Longchamp focus on Le Pliage versus its leather handbags? How should the subbrand be distributed, merchandised, priced, and promoted? How does Le Pliage both contribute to and ...Starting at €8.20
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Accor: Strengthening the Brand with Digital Marketing, Teaching Note
Avery, Jill; Dev, Chekitan S.; O'Connor, PeterTeaching Note HBS-316103-EMarketingTeaching Note for Accor: Strengthening the Brand with Digital Marketing, case 315138.Starting at €0.00
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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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Refreshing the World Naturally (Spanish version)
Quelch, John A.; Teopaco, John L.Case HBS-918S04MarketingThe marketing director of Harmonie Mineral Water-the second-best selling bottled water in the world-is using findings from two project studies to assess how to establish a global brand identity for Harmonie via television advertising. He must decide what product attributes are sufficiently important across countries that they can be used for global brand communications. He also must determine the extent of local customization he should allow and ...Starting at €8.20