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IESE Insight. Issue 10. Third Quarter 2011
IESE InsightMagazine REV-10-EEconomics, Finance, Innovation and Change, Knowledge and Communication, Leadership and People Management, Marketing, Service and Operations Management, StrategyMauro F. Guillén and Esteban García-Canal highlight what managers of traditional, established MNCs can learn from their emerging market counterparts. Arnoud De Meyer considers the global innovation trends that have been heavily influenced by China, India and Southeast Asia. Francesc Prior and Javier Santomá take lessons from the banking sector to help all companies adapt their offer to the customers and circumstances of low-income segments. Alici...Starting at €22.00
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Brumas del Zurquí: Café Especial de Costa Rica para el Mundo
Alfaro Chaves, Wendy; Vellojín Helíaz, Marcela; Cátedra.René Morales Carazo de EmprendimientoCase INCAE-31278_SMarketingBrumas del Zurquí es una pequeña empresa que se dedica a la producción, procesamiento y exportación de café de especialidad. Tiene más de 100 años de trayectoria en el cultivo, pero en los últimos 10 años ha dado un giro hacia la especialización en café dStarting at €8.20
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Grupo P.I. MABE (Mabesa): corporativo multinacional con alta capacidad de negocios y vocación innovadora
Heredia Soto, Margarita; Cifuentes, Martha Sofía; Halbinger, Richard; Pérez Pineda, FelipeCase INCAE-12519MarketingEste caso presenta a Richard Halbinger, Director de Mercadotecnia del Grupo P.I. Mabe de México quien en 2006 se enfrentaba a un desafío doble: entrar al mercado premium de pañales desechables con un producto amigable al medio ambiente. la empresa lanzo Bio Baby y logro cierto éxito, pero en 2016 la empresa como tal, aun carecia de estrategia que incorporara la sostenibilidad de manera explicita.Starting at €8.20
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Peepoople Kibera: Providing Sanitation Through Social Business
Obst, Nicole; Moreno, Victoria; Rosenberg, MikeCase SM-1606-EEntrepreneurship, MarketingIn Nairobi's Kibera slum, a small Swedish company with a social mission and a business mindset is attempting nothing less than solving one of the biggest problems worldwide: insufficient sanitation. Their proposal is simple yet genius, and possibly too radical in terms of classic NGO thinking: a self-sanitizing and biodegradable personal toilet. The solution includes its own sales and waste-collection systems, providing slum dwellers with much-ne...Starting at €8.20
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Exotic Expeditions Tanzania Ltd.: Competing in Highly Saturated Markets
Nicole R.D. Haggerty; Serena Virani; Caroline Wu; Victoria Stopar; Fatima HaqCase IVEY-9B20A006-EEntrepreneurship, Marketing, StrategyBased in Mwanza, Tanzania, family-owned and operated Exotic Expeditions Tanzania Ltd. was a leading tour operator in East Africa. The company was purchased in December 2014 and experienced considerable success the following year. The owners felt that there was an opportunity for growth within the company and believed that the best way to realize this growth was to improve their marketing efforts and service offerings. The family wanted to remain ...Starting at €8.20
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Santander-Serfín: revitalizando el negocio de medios de pago
Díez J.; Villanueva, Julian; Nueno, José LuisCase M-1190MarketingEn junio de 2001, Ramón Tellaeche, director general de mercadotecnia y productos del Banco Santander Serfín en México, se planteaba la estrategia comercial que la división de medios de pago debía seguir en los próximos meses para lograr unos ambiciosos objetivos comerciales. Marcial Portela, director general de la división América del Grupo Santander había marcado el objetivo de duplicar la cuota de mercado de tarjetas de crédito en el plazo de u...Starting at €8.20
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Cinépolis S.A. de C.V. and KLIC: Rising to the Streaming Challenge
Francisco Gil-WhiteCase IVEY-9B19A010-EMarketing, StrategyCinépolis S.A. de C.V. (Cinépolis), an innovative private Mexican firm—and one of the largest movie theatre companies in the world—had developed an over-the-top (OTT) streaming product, KLIC, and launched it in Mexico. But by late 2017, the Mexican OTT market had become competitive and crowded, with Netflix, Claro Video, Blim, Amazon Prime Video, iTunes, and others in the space. KLIC initially faced challenges with finding a proper niche and had ...Starting at €8.20
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Domino’s Pizza Japan: Fortressing or Market Expansion?
Paul W. Beamish; Colette Southam; Alex BeamishCase IVEY-9B21M028-EMarketing, StrategyIn 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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Shoes of Prey: Managing the Dark Side of Value Co-creation
Sanjit Kumar Roy; Gaganpreet SinghCase IVEY-9B20A022-EEntrepreneurship, Marketing, StrategyLaunched in 2009, Australian-based Shoes of Prey allowed potential customers to design every detail of a pair of shoes. The co-creation strategy offered customers a sense of ownership and increased their perceived value of the shoes. The company initiallyStarting at €8.20
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Inroads de México, A.C.
González F.; Guillén, F. J.; Martínez, J. L.; Martín Cavanna, J.Case M-1041MarketingSe analiza la introducción de una institución norteamericana en México. Su objetivo es contribuir a la promoción de jóvenes con talento pertenecientes a minorías étnicas. La implantación en México conlleva una modificación notable de estos objetivos para acomodarse a las circunstancias de este país. Se discuten los aspectos estratégicos y operativos de este desarrollo institucional.Starting at €8.20