HBSP (USA)
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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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Burberry in 2014
Elberse, AnitaCase HBS-515054-EMarketingIn February 2014, Burberry's chief executive officer Angela Ahrendts is preparing to hand the reins of the English luxury fashion company to chief creative officer Christopher Bailey. Under Ahrendts and Bailey's partnership, in place since 2006, Burberry's revenues have tripled to more than two billion English pounds, and operating profits have more than doubled. Ahrendts has led Burberry to become a brand that once again stands for luxury and th...Starting at €8.20
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Predicting Consumer Tastes with Big Data at Gap
Israeli, Ayelet; Avery, JillCase HBS-517115-EMarketingThe Inside the Case video that accompanies this case includes teaching tips and insight from the author (available to registered educators only). Teach this case online with new suggestions added to the Teaching Note. CEO Art Peck was eliminating his creative directors for The Gap, Old Navy, and Banana Republic brands and promoting a collective creative ecosystem fueled by the input of big data. Rather than relying on artistic vision, Peck want...Starting at €8.20
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Amazon in 2021 (Spanish version)
Gupta, Sunil; Rodriguez, Margaret L.Case HBS-515S06MarketingThe Inside the Case video that accompanies this case includes teaching tips and insight from the author (available to registered educators only). Amazon launched its website in July 1995 to sell books online. Since then it has expanded into a variety of businesses that some see as unrelated. By 2019 Amazon has grown to become a digital giant with over $233 billion in annual sales but its profitability has been uneven. Has it spread itself too th...Starting at €8.20
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Power Tools Division (Spanish version)
Dolan, Robert J.Case HBS-503S48MarketingPresents Black & Decker's performance against a Japanese competitor and others in the power tools market. Black & Decker is anxious to regain its market share leadership in particular segments of the market. This case is accompanied by a Video Short that can be shown in class or included in a digital coursepack. Instructors should consider the timing of making the video available to students, as it may reveal key case details.Starting at €8.20
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Colgate-Palmolive Company: Marketing Anti-Cavity Toothpaste
Quelch, John A.; Rodriguez, MargaretCase HBS-515050-EMarketingIn October 2013, Colgate-Palmolive Company, the world's leading oral care company, was about to launch its new Colgate Maximum Cavity Protection plus Sugar Acid Neutralizer toothpaste in Brazil. Oral care category accounted for 46 percent of Colgate's $17.4 billion sales worldwide in 2013. The new toothpaste was clinically proven to reduce and prevent cavities more effectively than toothpaste with the same level of fluoride alone. All maj...Starting 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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Worldwide Niche Marketing (Spanish version)
Moriarty, Rowland T., Jr.; McQuade, KristaCase HBS-504S18MarketingDeals with the issue of niche marketing in a worldwide market. Barco Projection Systems makes video, data, and graphics projectors for the industrial market. They have traditionally been the performance leader. In August 1989, Sony Corp. introduced a higher performance graphics projector at a considerably lower price than Barco's existing projector. As a result, Barco is faced with being preempted in their fastest growing segment by a competitor ...Starting at €8.20
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Pricing, Packaging, and Demand Forecasting for a New Weight-Loss Drug (Spanish version)
Quelch, John A.; Beckham, HeatherCase HBS-410S26MarketingWhen students have the English-language PDF of this Brief Case in a coursepack, they will also have the option to purchase an audio version. Metabical is a new weight loss drug from Cambridge Sciences Pharmaceuticals intended for moderately overweight individuals. In anticipation of final FDA approval, the senior director of marketing, Barbara Printup, prepares for the product launch and must make several critical decisions. First, she must selec...Starting at €8.20