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Fret and Regret: A Consumer Decision-Making Dilemma
June Cotte; Seung Hwan (Mark) LeeCase IVEY-9B12A018-EMarketingAs a birthday present, Mike has just been given a new smartphone by his girlfriend, Molly. However, it is not the phone he wants. Over the course of a few days, Mike struggles with the decision of whether to return the phone and get the one he wants, or keep the one he received as a gift. The case is written from the perspective of the consumer, and deals with consumer behaviour issues such as anticipatory regret. It would be useful in an introdu...Starting at €8.20
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Dear Diary: My Heart is Racing to Buy a Car
Seung Hwan (Mark) Lee; Matthew ThomsonCase IVEY-9B12A019-EMarketingJaime has been looking for several weeks to buy his first car. After narrowing his choices down to two, he can’t decide which to purchase. Option A is to buy the Honda CRV, which meets many of Jaime’s functional criteria (e.g. all-wheel drive, large trunk space, plenty of seats). This Honda is quite appealing to Jaime because he could use the car for his work and road trips with his siblings, and could easily handle the Wyoming climate. Option B ...Starting at €8.20
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Too Chicken to Convert A Chick-Fil-A Dilemma
Matthew Thomson; Seung Hwan (Mark) Lee; Valerie HoCase IVEY-9B13A030-EMarketingThe president and chief operating officer of Chick-fil-A is a devout Christian who publicly operates his restaurants according to Biblical principles. A recent controversy has surrounded his public opposition to gay marriage. As a result, the company is being accused of discrimination and prejudice. Are the company’s deeply rooted Christian values hindering the business?Starting at €8.20
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Abercrombie & Fitch: Is It Unethical To Be Exclusive
Seung Hwan (Mark) Lee; June Cotte; Danae BlanchardCase IVEY-9B14A009-EMarketingThe CEO of clothing manufacturer and retailer Abercrombie and Fitch defends his decision that the company will not offer plus sizes for women, although extra large sizes are available for men, because average- to large-sized female consumers do not fit the company’s target market. This insistence on a standard of female beauty as young, svelte and tall has enraged consumers who have criticized the company, and the CEO in particular, in both the t...Starting at €8.20
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Amanco Brasil (A): Branding Strategy
Rocha e Oliveira, Paulo; Sauerbronn Jacinto, Rodrigo; Cerquinho, FábioCase M-1282-EMarketingAmanco was Latin America's leading manufacturer and marketer of pipes and fittings solutions for water management systems, with worldwide net sales of US$ 688 million. The company had been in Brazil for 10 years but was losing money. CEO Roberto Salas and Marketing Director Marise Barroso were preparing a proposal for the Brazilian operations at the request of Grupo Nueva, the Swiss holding company that owned Amanco. One of the key decisions to b...Starting at €8.20
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Magazine Luiza: Expanding Horizons: The role of ecommerce in the post-IPO growth strategy
Rocha e Oliveira, Paulo; Bullara, Cesar; Sauerbronn Jacinto, RodrigoCase M-1275-ELeadership and People Management, Marketing, Service and Operations ManagementIn May 2011, Brazilian retailer Magazine Luiza successfully raised R$926 million (¿400 million) from its initial public offering (IPO) on the São Paulo stock exchange. The firm was immediately confronted with the challenge of accelerating growth beyond its already remarkable growth rate. The case is centered on the role e-commerce should play in the company's future. On the one hand, the market potential seems to be very interesting and the compa...Starting at €8.20
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Linkality's Call Center
Bitran, Gabriel R.; Mitchell, Jordan; Rocha e Oliveira, PauloCase M-1221-EMarketing, Service and Operations ManagementLinkality is the 8th largest Internet service provider (ISP) in the United States, with a subscriber base of approximately 3 million users. The case is focused on the management of Linkalitys call center, where approximately 85% of all contact with existing customers takes place. Hal Paden, VP of Operations, is looking for ways to reduce operating costs while at the same time improving service quality levels. Shelly Townsend, the call center ma...Starting at €8.20
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Gas Natural: Improving the Profitability of Servigas (Portuguese Version, Portugal)
Guitart, Iván; Rocha e Oliveira, PauloCase M-1234-PPMarketing, Service and Operations ManagementMarta Muriel has recently been promoted to director of residential natural gas service with the mandate of boosting profits for the company's home maintenance services, Servigen. She and her team have designed four measures, among others, that involve a trade-off between cost reduction and improvements in service quality. Now she has to decide which ones to actually implement based on their impact on the company's bottom line.Starting at €8.20
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Amanco Brasil (C): A New Threat: Defending the Brand Against a Foreign Entrant
Rocha e Oliveira, Paulo; Sauerbronn Jacinto, Rodrigo; Cerquinho, FábioCase M-1284-EMarketingAmanco was Latin America's leading manufacturer and marketer of pipes and fittings solutions for water management systems, and Amanco Brasil held a strong position in the Brazilian market after a successful branding campaign that had begun four years earlier. Belgian giant Aliaxis arrived in Brazil with the acquisition of Provinil in September 2008, adding more competition to the already competitive pipes and fittings market. Amanco, which only a...Starting at €5.74
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Plan Estratégico de Turismo de Barcelona 2015: Reeditar el efecto de las olimpiadas de Barcelona 92
Campoy, David; García Pont, Carlos; Rocha e Oliveira, PauloCase M-1293Marketing, Service and Operations Management, StrategyEl tema central de este documento es la definición de los elementos clave que deben formar parte del Plan Estratégico de Turismo de Barcelona 2015. En él se repasa la historia de la estrategia turística de Barcelona, centrándose en los Juegos Olímpicos de 1992 y sus repercusiones en el sector turístico. Con ello se pone de relieve el estrecho vínculo entre el negocio del deporte y la táctica de posicionamiento estratégico de la ciudad y se subray...Starting at €8.20