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Dendrite International (Spanish Version)
Cespedes, Frank V.; Bell, MarieCase HBS-507S07MarketingDendrita International es un proveedor $ 23 de millones (1992 ingresos) de software de automatización de ventas para las compañías farmacéuticas en Europa, Japón y Estados Unidos. La estrategia de la firma ha dependido de ser un proveedor de servicio completo a las empresas multinacionales. Inminentes cambios en la industria farmacéutica, así como los desarrollos tecnológicos y competitivos, han planteado cuestiones relativas a los mejores medios...Starting at €8.20
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Sales Compensation Vignettes
Cespedes, Frank V.Case HBS-816092-EMarketingThis case study is comprised of two vignettes about startup companies considering whether and how to change their sales compensation plans. ElMenus.com is a restaurant app venture in Egypt seeking to lower customer churn while confronting new competition. BigBelly is a "smart" waste receptacle venture that is changing its business model. The case allows for the comparison and contrast of the roles of sales compensation in different ventures with ...Starting at €8.20
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Xiamen Airlines: Bracing for Impact
Wiefen Zhuang; Yongquan Lan; Zhaowei Miao; Kersi Antia; Moeen ButtCase IVEY-9B15A015-EMarketing, StrategyOn March 31, 2014, the vice-president of Sales & Marketing at Xiamen Airlines Co. Ltd. (XiamenAir) was reviewing the minutes of the month-end meeting with his team. The meeting had focused mainly on the rapid spread of high-speed rail in China, especially along the popular and profitable routes served by his company. The new train service might become an indirect, albeit potent source of competition, redirecting existing passenger volume from air...Starting at €8.20