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HBSP (USA)
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Wattpad, Teaching Plan
Deighton, John; Kornfeld, LeoraTeaching Note HBS-920301-EMarketingTeaching plan for case 919413.Starting at €0.00
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Herborist
Deighton, John; Kornfeld, Leora; He, Yanqun; Jiang, QingyunCase HBS-511051-EMarketingGlobal brands such as L'Oreal and Oil of Olay dominate China's skin care market. A Chinese domestic brand, after some success in partnership with Sephora in Europe, aspires to challenge the French and U.S. brands' hold on the China market. It must decide how to segment the market, how to position against global assurances of quality and purity, and how to balance its Chinese heritage claims with claims of modernity. The China skin care market is ...Starting at €8.20
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Wattpad
Deighton, John; Kornfeld, LeoraCase HBS-919413-EMarketingHow to run a platform to match 4 million writers of stories to 75 million readers? Use data science. Make money by doing deals with television and film makers and book publishers. The case describes the challenges of matching readers to stories, and of helping writers to produce better stories by supplying feedback on their chapters as they write, all by processing a billion data points daily. But it's hard to acquire new customer groups when alg...Starting at €8.20