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IESE Insight. Issue 15. Fourth Quarter 2012
IESE InsightMagazine REV-36-EAccounting and Control, Business Ethics and Corporate Social Responsibility, Economics, Entrepreneurship, Finance, Innovation and Change, Knowledge and Communication, Leadership and People Management, Marketing, StrategyClaus Rerup (Richard Ivey School of Business) presents a framework for companies to improve their capability to pick up on signals that impending crises give off before they happen. The corporate communications consultant Alfonso González-Herrero looks at the key issues that companies must address, with forecasting and planning, in order to safeguard their reputations. IESE's José R. Pin provides a guide to help managers lead and communicate, so ...Starting at €22.00
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Rita Rodier: un éxito de ventas (B)
Lara Arias, Luis; Susaeta Erburu, Lourdes; Pin Arboledas, José RamónCase DPO-305Decision Analysis, Leadership and People Management, MarketingEste caso trata el dilema de una "perfecta vendedora" y su ascenso en la organización. Se refleja cómo la protagonista, Rita Rodier, tiene muchas competencias para la venta pero escasas para la gestión de equipos. Por otra parte, su cercanía con la dirección de la empresa, mediante vínculos informales, hace todavía más difícil su encaje como directiva.Starting at €5.74
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Rita Rodier: un éxito de ventas (C)
Lara Arias, Luis; Susaeta Erburu, Lourdes; Pin Arboledas, José RamónCase DPO-306Decision Analysis, Leadership and People Management, MarketingEste caso trata el dilema de una "perfecta vendedora" y su ascenso en la organización. Se refleja cómo la protagonista, Rita Rodier, tiene muchas competencias para la venta pero escasas para la gestión de equipos. Por otra parte, su cercanía con la dirección de la empresa, mediante vínculos informales, hace todavía más difícil su encaje como directiva.Starting at €5.74
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Ludesco Game Festival: Delivering “D’expériences Ludiques” on Social Media
Caroline S.L. TanCase IVEY-W25436-EMarketing, StrategyLudesco, an international festival of games and gaming experiences held in Switzerland, had enjoyed growth since its inception in 2010, leading to an impressive 10,000+ visitors during the tenth edition of the festival in 2019. The success of the festivalStarting at €8.20
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John Keells Hotels in Sri Lanka: Building Brand Architecture
Ashita Aggarwal; Sulakshana "Lulu" Raghavan; Ruchi GunewardeneCase IVEY-9B19A028-EMarketing, StrategyIn the summer of 2012, the president of the leisure sector of John Keells Hotels needed to discuss marketing strategies with his senior management team. The company was a well-known brand that operated Cinnamon Hotels and Resorts and Chaaya Hotels and ResStarting at €8.20
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Strengthening the Brand with Digital Marketing (Spanish version)
Avery, Jill; Dev, Chekitan S.; O'Connor, PeterCase HBS-316S10MarketingAccor, the world's leading hotel operator with a portfolio of fourteen hospitality brands (including Sofitel and Novotel) in 92 countries, prided itself on living up to its motto, "To open new frontiers in hospitality." Accor was indeed contemplating how to do just that-but not by tackling a new frontier of the geographic variety. Rather, the firm was further exploring the digital frontier via a new distribution channel that would allow it to bet...Starting at €8.20
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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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L'Oreal: Global Brand, Local Knowledge
Henderson, Rebecca M.; Johnson, RyanCase HBS-311118-EMarketingWorldwide, and in the U.S. marketplace in particular, the French cachet of L'Or al was one of its most powerful marketing tools. However, with the opening up of emerging markets, L'Or al had to cater to a diverse customer base: an aging population in thStarting at €8.20
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Danzas Francia: Almacenaje y distribución europea
Domingo, A.; Farrán, JuanCase M-910MarketingSituación actual de la subcontratación de las funciones logísticas en Europa. Exposición de los motivos que habitualmente provocan el recurso a este tipo de organizaciones según los clientes (industriales o comerciales). Servicios ofrecidos por las organizaciones logísticas. Descripción de la evolución del grupo Danzas (objetivos, estrategias, medidas concretas) en los primeros cinco años de la década de los noventa. Descripción concreta de la or...Starting at €8.20