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It's the Thoughts that Count (Spanish version)
Ofek, Elie; Riis, Jason; Hamilton, PaulCase HBS-513S30Marketingselecting a target application for the launch of an innovation; determining the importance of having a big name partner for the launch by an unknown start-up; considering the wisdom of taking a B2C rather than B2B approach with a novel technology; using analogous products to forecast demand and sales for a new technology.Starting at €8.20
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Dhamani Jewels: Becoming a Global Luxury Brand
Applegate, Lynda M.; Mazzanti, LisaCase HBS-815087-EMarketingDhamani started as a loose gemstone dealer in 1969 in Jaipur, India. By the 2000s, it was headquartered in Dubai, United Arab Emirates and had expanded into diamonds and retail. The family business was now in its second generation of leadership and aimed to become a top global jewelry brand within the next 10 years. The family had been successful throughout its various inflection points in the past-had it positioned itself well to soon begin comp...Starting at €8.20
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Zespri Grows
Bell, David E.; Kindred, NatalieCase HBS-519047-EMarketingControlling about a third of global kiwifruit exports by volume and nearly half by value in 2018, Zespri was a grower-owned "corporatized cooperative" with the exclusive right to export New Zealand-grown kiwifruit (except to Australia). Zespri did not grow fruit, but rather managed an integrated marketing system across the value chain. This coordinated structure enabled Zespri to control quality, build a brand, and command premium prices in expor...Starting at €8.20
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Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand
Avery, JillCase HBS-518066-EMarketingA sixteenth century Renaissance masterpiece, missing for 137 years, believed by many to have been destroyed, and then rediscovered less than a decade ago, becomes the most expensive painting ever sold, all the while surrounded by controversy. Did the buyer of Leonardo da Vinci's painting pay too much? Was it real? Did it matter? The sale of Leonardo's painting allows students to reengineer brand equity to understand from what it is derived and ho...Starting at €8.20
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Dubai Duty Free
Lal, Rajiv; Kiron, DavidCase HBS-511034-EMarketingTo maximize their effectiveness, color cases should be printed in color. In mid-February 2009, Dubai Duty Free Managing Director Colm McLoughlin received the January sales report. He left the report lying on his desk unopened and went to walk around the shops as he did every morning. When he returned, he sat down at his desk, looked at the cover of the report, then called his wife, Breeda, to confirm that they were hosting a dinner party that wee...Starting at €8.20
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The Chosen One: The Digital Distribution Dilemma at Fitz Games - Teaching Note
Kirk Kristofferson, Janice Zolf, Mike RosenbaumTeaching Note IVEY-W27079-EEntrepreneurship, MarketingTeaching note for product W27078.Starting at €0.00
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Hindustan Unilever Limited Versus USV Private Limited: An Advertising Skirmish
Ajeet SharmaCase IVEY-W27508-EKnowledge and Communication, MarketingUSV Private Limited (USV), an Indian pharmaceutical company, launched three comparative advertising campaigns for its Sebamed cleansing bar in January 2021, targeting the soap bars of Hindustan Unilever Limited (HUL) based on the bars’ pH values. Without delay, HUL filed a lawsuit against USV on grounds of disparaging its brands, infringing upon its trademarks, and misleading of consumers. The Bombay High Court restrained USV from continuing with...Starting at €8.20
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Domino’s Pizza Japan: Fortressing or Market Expansion? (Spanish version)
Paul W. Beamish; Colette Southam; Alex BeamishCase IVEY-W29925Entrepreneurship, MarketingIn late 2018, the chief executive officer and president of Domino's Pizza Japan Inc. was convinced that a substantial expansion in the Japanese market was needed and feasible for continued growth. His company had already grown to nearly 550 stores across Japan, which was over double the number only five years earlier. The company had numerous opportunities to grow further, including opening new markets; opening stores closer to the company's cust...Starting at €8.20
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L’Abode Accommodations Down Under: Agile Leadership Navigates Pandemic Threat to Business Survival - Teaching Note
Dennis Paris; Sheri Lambert; Jennifer M. Sundstrom-FitzgeraldTeaching Note IVEY-W26693-EMarketing, StrategyTeaching note for product W26692.Starting at €0.00