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Showrooming at Best Buy (Spanish version)
Teixeira, Thales S.; Watkins, Elizabeth AnneCase HBS-519S19MarketingBest Buy is a consumer electronics retailer with nearly 2,000 stores worldwide. In 2012, the rising popularity of price-matching apps for mobile phones made price differences between retailers transparent, online and offline. Shoppers' desire to test electronics first-hand before purchase drove them to use Best Buy stores as "showrooms" to see new products and then search for better deals on their smartphones. This case examines how brick-and-mor...Starting at €8.20
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Engineering Viral Marketing (Spanish version)
Teixeira, Thales S.; Caverly, AlisonCase HBS-513S15MarketingThe Mekanism case introduces students to a digital media production company specialized in creating viral marketing campaigns for advertising agencies and their clients (e.g., Microsoft, AXE, eBay, Toyota, etc.). Mekanism has grown tremendously from 2007 to 2010 in part due to the rise of viral marketing as a promising promotion tool for advertisers to reach and engage with consumers cheaply and quickly via word-of-mouth. Mekanism's president is ...Starting at €8.20
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Crown Distilleries: Multi-Brand Extension
Anagha Shukre; Asheesh S. KediaCase IVEY-9B16A043-EEntrepreneurship, Marketing, StrategyThe chief marketing manager of Crown Distilleries (Crown) in Raipur, the capital city of the Indian state of Chhattisgarh, faced cumbersome brand-building activities and maintenance of its brand equity. Competitors began taking market share from Crown’s well-established brand. Crown added new brands to its portfolio in response to its competitors’ activities. Would it be fruitful for the company to opt for an umbrella brand in a particular segmen...Starting at €8.20