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Social Entrepreneurship and Sustainable Farming in Indonesia
Ilan Alon; Everlyne MisatiCase IVEY-9B11A022-EEntrepreneurship, Marketing, StrategyOded Carmi was a social entrepreneur striving for a “green Bali.” He started Sari Organik as a model farm intended to grow according to market demands and to benefit the local community while serving as an educational centre for small-scale farmers in the region. Thirteen years later, the idea was not as well embraced as he had hoped. The case discusses some of the challenges the entrepreneur was facing as the founder and owner of Sari Organik fa...Starting at €8.20
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Otago Museum
Ralph W. Adler; Jing SongCase IVEY-9B10B007-EAccounting and Control, Leadership and People Management, Marketing, StrategyIn existence since 1868, the non-profit Otago Museum in New Zealand had undergone several changes and expansions during its history and was regarded as curator of a broad-based collection of Maori and South Pacific artifacts. In January 2010, the Otago Museum's chief financial officer (CFO) was instructed by the museum's chief executive officer (CEO) to create a balanced scorecard (BSC) for the museum. The current CEO had brought a sense of custo...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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Rediscovering Market Segmentation (Spanish version)
Yankelovich, Daniel; Meer, DavidArticle HBS-R0602GMarketingIn 1964, Daniel Yankelovich introduced in the pages of Harvard Business Review the concept of nondemographic segmentation, by which he meant the classification of consumers according to criteria other than age, residence, income, and such. The predictive power of marketing studies based on demographics was no longer strong enough to serve as a basis for marketing strategy, he argued. Buying patterns had become far better guides to consumers' futu...Starting at €8.20
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Gillette Indonesia (Spanish Version)
Quelch, John A.; Long, DianeCase HBS-504S33MarketingEl gerente de país de Gillette Indonesia está revisando su plan de comercialización de 1996 y teniendo en cuenta si el ritmo de desarrollo del mercado y la combinación de las ventas del producto puede verse afectada por el nivel y tipo de los gastos de Gillette en el mercado.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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Asian Agri and the Future of Palm Oil, Teaching Note
Bell, David E.; Kindred, NatalieTeaching Note HBS-512014-EMarketingTeaching Note for 511015.Starting at €0.00
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From BoysTown to yourtown: Rebranding an Iconic Australian Charity
Vishal Mehrotra; Alex BeamishCase IVEY-9B20A083-EMarketingyourtown was an Australian non-profit organization offering a variety of services to children, young people, and families, supported by a range of stakeholders including federal and state governments, corporations, and, most significantly, members of the public. It was best known for its art union initiative in which supporters bought tickets to a raffle for luxury homes and automobiles.
In 2016, the organization rebranded from BoysTown, which...Starting at €8.20
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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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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