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El Caserío: Brand Arquitecture
Lozano V.; Milán B.; Oliver, Xavier; de Toro, Juan ManuelCase M-1189-EMarketingA historical view of the brands acquired by Kraft in Spain, especially El Caserío. The company faces competitors who have established much more coherent brand architectures, with more potential for expansion and profit. The decisions they take for the current brands will define their future.Starting at €8.20
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El Caserío: Arquitectura de la marca
Lozano V.; Milán B.; Oliver, Xavier; de Toro, Juan ManuelCase M-1189MarketingVisión histórica de las marcas de Kraft en España provenientes de adquisiciones y en especial El Caserío. La empresa se enfrenta a competidores que han establecido arquitecturas de sus marcas mucho más coherentes y con más posibilidades de expansión y rendimiento. Las decisiones que tomen con las marcas actuales definirán su futuro.Starting at €8.20
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Mobiuspace: Venturing into Emerging Markets
Dai Yao; Xingyu Chen; Li Ji; Ling Jiang; Shijie LuCase IVEY-9B20A040-EEntrepreneurship, Marketing, StrategyIn mid 2019, Mobiuspace, a Chinese Internet company, faced a new challenge. As a result of declining revenues from domestic mobile Internet markets, overseas markets offered new opportunities. In 2009, Snaptube, a short video aggregation and distribution platform that Mobiuspace offered as its main product, seized the opportunity to grow in emerging markets by creating localized and personalized video content. Despite the company’s initial succes...Starting at €8.20
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Youliaodao in the Era of Knowledge Economy: Go Big or Go Home
Dai Yao; Xingyu Chen; Ling Jiang; Li JiCase IVEY-9B20A031-EMarketingIn 2016, China witnessed a significant rise in the knowledge economy. Many users, who had been used to consuming information on the Internet for free, had become increasingly willing to pay for user-generated-content (UGC). Recognizing this emerging opportunity, Qiushibaike (QB), a well-established UGC platform with a focus on entertaining content, rolled out a new pay-for-knowledge product, namely Youliaodao (YLD), which focused on informational...Starting at €8.20
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Redes de Campo
Lozano V.; Milán B.; de Toro, Juan Manuel; Iniesta, FranciscoCase M-1170MarketingLa actividad principal de Redes de Campo, S.A. (RC) es la organización y dirección de redes de ventas externas, también denominado fuerzas de ventas externas (FVE). Se basa en el "outsourcing" de la actividad comercial para la venta de un determinado producto o servicio de una compañía durante un tiempo determinado, ofreciendo un servicio completo de acción comercial requerido por los clientes.Starting at €8.20