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Ippudo: Bringing Japan To Paris In a Bowl
Caroline S.L. Tan; Yi ZhuCase IVEY-9B20A008-EMarketing, StrategyIn early January 2016, the chief strategy officer and his team at Ippudo, an expanding ramen restaurant operation, were tasked to formulate both marketing and customer service management strategies for the company's first ramen shop in France, which was due to open in Paris in late 2016. Ippudo, a famous ramen brand in Japan, started its global expansion in 2008, when it successfully established its presence in New York City. When it entered the ...Starting at €8.20
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Dancing with the Stars: Denitsa Ikonomova
Robert Mackalski; Marc Ducusin; Jake Sinclair; Alana D'AmicoCase IVEY-9B20A067-EEntrepreneurship, Marketing, StrategyDenitsa Ikonomova is a champion professional dancer on Dancing with the Stars (France) who has become a desired social media influencer. She must now consider the business side of her profession and decide how to leverage her celebrity.Starting at €8.20
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Cafés Ferrachat
Agustín, Antonio; Farrero, E.; Nueno, José LuisCase M-993-EMarketingStarting at €8.20
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Refreshing the World Naturally (Spanish version)
Quelch, John A.; Teopaco, John L.Case HBS-918S04MarketingThe marketing director of Harmonie Mineral Water-the second-best selling bottled water in the world-is using findings from two project studies to assess how to establish a global brand identity for Harmonie via television advertising. He must decide what product attributes are sufficiently important across countries that they can be used for global brand communications. He also must determine the extent of local customization he should allow and ...Starting at €8.20
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An Emerging Market Opportunity? (Spanish version)
Quelch, John A.; Yong, SunruCase HBS-918S09MarketingAn Emerging Market Opportunity? case centers on the potential and challenges of entering an emerging market. It provides a brief overview of the Ethiopian market, market reforms and policies, and the business environment faced by foreign companies. Three multinational businesses, CareCo, ShoeCo, and MedCo, must decide whether and how to enter the Ethiopian market. Students are asked to make a recommendation for each company based on the attracti...Starting at €8.20
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Vegpro Group: crecer en armonía
Bell, David E.; Milder, Brian; Shelman, Mary L.Case HBS-508S19MarketingVegpro, una empresa de horticultura, es el mayor exportador de verduras frescas y flores a los mejores supermercados en el Reino Unido y Europa de Kenia. En 2007, el negocio de Vegpro se ve amenazada por la creciente preocupación de los consumidores sobre el impacto ambiental de la producción de alimentos y el transporte, incluidos los "food miles". El caso describe el crecimiento de la compañía, que incluye el uso de la tierra y la propiedad de ...Starting at €8.20
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A Public Relations Campaign for Rwanda
Mary Weil; Ken MarkCase IVEY-9B14A035-EMarketing, StrategyOn February 5, 2012, the founder of McDonald Kinley Emerson, a consultancy in Toronto, Canada, was asked to give a talk about country branding. She decided to focus on the efforts of Racepoint, a U.S. marketing services agency, to reshape the image of Rwanda. As it attempted to shift perceptions of the country from war-torn and chaotic, Racepoint’s campaign attracted controversy amid allegations that wrongdoings were being glossed over in favour ...Starting at €8.20
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How French Innovators Are Putting the "Social" Back In Social Networking
Kramer, LarryArticle HBS-R1010L-EMarketingMedia entrepreneur Kramer looks at three French companies that use low-tech ways to better connect with customers. Luxury-goods maker Boucheron hosts intimate dinners with a small number of key customers; Nespresso's French subsidiary is making big investments in telephone call centers-despite the fact that most orders come through other channels-and training staff members to spend more time talking to customers; and Vente-Privee treats its key s...Starting at €8.20
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Unigrains
Bell, David E.; Kindred, NatalieCase HBS-516051-EMarketingUnigrains is a French agribusiness-focused private equity firm that has provided specialized financing to France's agribusiness sector for decades and, as a result, cultivated a strong reputation and relationships in that space. Now that the broader investment community around the globe has become more interested in agribusiness, Unigrains faces growing competitive pressure. This case describes the general private equity model, provides an overvi...Starting at €8.20
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Global Brand Management of Anheuser Busch InBev's Budweiser
Avery, JillCase HBS-518105-EMarketingBrian Perkins, chief architect of the $6 billion Budweiser brand, was excited about 2018, in which the company would launch Budweiser into several new markets in Africa and Latin America. He was also feeling the pressure to finalize a global brand strategy that would define Budweiser's value proposition and guide its development and execution around the world. The problem was that Budweiser actually had two distinct brand realities that differed ...Starting at €8.20