IESE (España)
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Santander-Serfín: Revitalizing the Payment Systems Business
Díez J.; Villanueva, Julian; Nueno, José LuisCase M-1190-EMarketingIn June 2001, Ramón Tellaeche, director of products and marketing at Banco Santander Serfín in Mexico, was considering the commercial strategy which the means of payments division should follow over the following months in order to achieve its ambitious commercial objectives. Marcial Portela, general manager of Grupo Santander's Americas Division, had set the objective of doubling the credit card market share in a year and a half, and capturing 2...Starting at €8.20
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Coca Cola Spain: Branding 2.0
Villanueva, Julian; Ziskind, Julie Michelle; Armelini, GuillermoCase M-1269-EKnowledge and Communication, MarketingThe case analyzes Coca-Cola Spain's use of social media and Web 2.0 to reach audiences that are no longer tuning in to mass media. It also discusses the similarities and differences between various social media platforms and the ongoing evolution of online marketing.Starting at €8.20
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Aena: la crisis de los controladores
Villanueva, Julian; Bel Mallén, Ignacio; Paniagua Granados, Francisco JavierCase M-1271Knowledge and CommunicationEl puente de la Constitución en España es el último gran puente antes de las vacaciones de Navidad. En el año 2010 coincidió con las fechas comprendidas entre el 3 y el 8 de diciembre y siempre será recordado en España por "la crisis de los controladores". Se trataba de un fin de semana con gran afluencia de tráfico aéreo. Todos los españoles estuvieron pendientes de los medios de comunicación: televisión, radio, diarios digitales y redes sociale...Starting at €8.20
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Suchard: "Made of Your Dreams"
Villanueva, Julian; Güell, Rocío; Sánchez-Lozano, SantiagoCase M-1312-EMarketingIn April 2012, Katinka Cebrián, brand manager, and Nuria Antoja, chocolate product marketing manager at Mondelez International (MDLZ) in the Iberian Peninsula, were working on a proposal for Suchard's chocolate turrón Christmas campaign. Their aim was to achieve even better results than last year. They explained to Josetxo Soto, director of the MDLZ Chocolate Division in Europe, that Ogilvy was the agency chosen to carry out the project, for whic...Starting at €8.20
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The Shubert Organization: The Show Must Go On (condensed)
Beech, María Alejandra; Villanueva, Julian; González, JorgeCase M-1240-EMarketingIn January 2009, Bob Wankel sat in his office at the historic Sardi's building on 44th Street, New York, as he considered the challenges ahead: several Broadway shows were closing, and a severe economic downturn threatened future productions. Many were calling for changes in the theater industry, and the Shubert Organization (where Mr. Wankel had worked for 33 years) had recently lost its Chairman, Gerald Schoenfeld. As the firm's new President a...Starting at €8.20
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Ashby Pharmaceuticals
Muñoz-Cobo, Diego; Villanueva, JulianCase M-1208-EMarketingJames Conica had just been appointed new sales director of the company Ashby Pharmaceuticals, which sold pharmaceutical products. His task was to substantially improve the performance of the sales force, which according to company director Ian Thompson, had ample scope for improvement.Starting at €8.20
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Apogeo, S.A.
Font, VicenteCase M-1149MarketingCarlos Martínez, director de la división de colonias masculinas de Apogeo, S.A., tenía que proponer a su consejero delegado las acciones más convenientes para aumentar las ventas. La empresa se plantea distintas alternativas: lanzar una nueva marca, relanzar la marca más conocida de su división, ampliar la distribución de todos o algunos de sus productos a grandes superficies y cadenas de alimentación, y modificar ciertos aspectos del plan comerc...Starting at €8.20
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Coca Cola España: Branding 2.0
Villanueva, Julian; Ziskind, Julie Michelle; Armelini, GuillermoCase M-1269Knowledge and Communication, MarketingEl caso analiza el uso que Coca-Cola España hace de los medios de comunicación social y de la Web 2.0 para llegar a un público que ya no sintoniza con los medios de comunicación de masas. También trata el desarrollo actual del marketing online y las similitudes y diferencias que existen entre diversas plataformas de medios sociales.Starting at €8.20
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Clifford Chance Spain
Villanueva, Julian; Vila, VictorianoCase M-1353-ELeadership and People Management, Service and Operations Management, StrategyIn October 2016, Jaime Velázquez, managing partner of Clifford Chance in Spain ("CC"), was preparing for the monthly partners meeting. Although the firm had managed to successfully navigate the severe economic crisis and was now seeing solid growth, many dark clouds were approaching for the Spanish economy. For starters, the country had been without a government for almost a full year, after the political deadlock resulting from the second genera...Starting at €8.20
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Aena: The Air Traffic Controller Crisis
Villanueva, Julian; Bel Mallén, Ignacio; Paniagua Granados, Francisco JavierCase M-1271-EKnowledge and CommunicationThe long weekend of the Constitution is the last of several long weekends throughout the year in Spain before the Christmas holidays. In 2010, it fell between December 3 and 8, and it will always be remembered in Spain for the "air traffic controller crisis." It was a weekend when heavy air traffic was expected. All Spaniards turned to the media - TV, radio, online newspapers and social networks - to keep abreast of minute-by-minute developments ...Starting at €8.20