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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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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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Beaujolais Nouveau
Farrán Nadal, Juan; Papi M.Case M-835MarketingDescribe la promoción de un vino de calidad media que, gracias a un lanzamiento como vino fresco recientemente elaborado y con un bajo grado de alcohol, color rojo, etc., debidamente promocionado en todo el mundo, ha hecho posible que a pesar de haber bajado el consumo de vino en Francia, el vino producido en la región de Beaujolais venda toda su producción. (Also available in English).Starting at €8.20
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Danone: Changing the Food System
Bell, David E.; Gabrieli, Federica; Beyersdorfer, DanielaCase HBS-520053-EMarketingEmmanuel Faber, Chairman and CEO of the food and beverage company Danone, believed that humankind had only ten years to bend the curve on climate change and restore the biodiversity that the global food and agricultural ecosystem was critically dependent on. Upon becoming CEO in 2014, he had built on Danone's long history of CSR-engagement to give a boost to the company's mission to bring health through food to as many people as possible. In Sept...Starting at €8.20