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The Shubert Organization: The Show Must Go On (condensed)
Beech, María Alejandra; Villanueva, Julian; González, JorgeCase M-1240-EMarketingIn January 2009, Bob Wankel sat in his office at the historic Sardi's building on 44th Street, New York, as he considered the challenges ahead: several Broadway shows were closing, and a severe economic downturn threatened future productions. Many were calling for changes in the theater industry, and the Shubert Organization (where Mr. Wankel had worked for 33 years) had recently lost its Chairman, Gerald Schoenfeld. As the firm's new President a...Starting at €8.20
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GoQuickly.com and FileAway: Advertising in the Super Bowl
Gallo, Iñigo; González, Jorge; Capizzani, Mario; Panlilio, LorenzoCase M-1374-EMarketingKickersoft managers Jennifer Green and Ted Gutner, along with their respective marketing teams, were preparing for an important presentation meeting with CEO Henrik Mathison. During the meeting, the decision would be made on which creative concepts the US software company would use for that year's Super Bowl advertisements for FileAway and GoQuickly.com-Kickersoft's two most important cloud-based products. Green and Gutner were excited, but the...Starting at €8.20
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Marketing i-mode (Spanish version)
Moon, YoungmeCase HBS-504S02Marketingi-mode is a wireless Internet service offered in Japan by NTT DoCoMo. In just three years, the service has won over 30 million subscribers and achieved a 60% share of Japan's mobile Internet market, making it the most successful mobile data service in the world. It is now early 2002 and Keiichi Enoki, managing director of NTT DoCoMo's i-mode service, faces two challenges. On the domestic front, i-mode must fend off two strong competitors while ma...Starting at €8.20
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(PRODUCT) RED (A)
Moon, Youngme; Norton, Michael I.; Chen, DavidCase HBS-509013-EMarketingDescribes the launch and initial results of the (PRODUCT) RED campaign, a social marketing initiative conceived of by U2's Bono and Bobby Shriver to combat AIDS in sub-Saharan Africa. The company licensed the (RED) brand to partner companies, which initially included Gap, Apple, Motorola, Armani, and American Express. The business model was structured to benefit partner companies by increasing consumer purchases - of (RED)-branded products such a...Starting at €8.20
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(PRODUCT) RED (B)
Moon, Youngme; Norton, Michael I.; Chen, DavidCase HBS-509014-EMarketingUpdates the (PRODUCT) RED (A) case through early 2008, including announcements of new partner relationships (with Hallmark, Microsoft, and Dell) as well as new communications initiatives.Starting at €5.74
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SEUR: Digitalizing Express Shipping
Foncillas, Pablo; González, JorgeCase M-1309-EInformation Technologies, Marketing, StrategyThe heads of marketing at SEUR (Servicio Urgente de Transportes; "Urgent Shipping Service" in English) were ready to present in the meeting room the results of the first six months since the relaunch of the company's new website. They had recently opted for promoting a website with a clear transactional focus. The meeting had been called to examine some aspects of the new site's performance, such as how sales were evolving with respect to target...Starting at €8.20
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ArteOliva
González, Jorge; Segarra, José AntonioCase M-1132-EMarketingArteOliva has launched a new extra virgin olive oil, packaged in cartons. After the product has been on the market for a few months, management decides to launch a TV advertising campaign to make consumers more aware of its benefits.Starting at €8.20
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ArteOliva
González, Jorge; Segarra, José AntonioCase M-1132MarketingArteOliva ha lanzado un nuevo aceite de oliva virgen extra envasado en brik. Después de los primeros meses en el mercado, deciden realizar una campaña publicitaria en televisión para comunicar las ventajas que tiene el producto.Starting at €8.20
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Delivering Customer Service (Spanish version)
Moon, Youngme; Quelch, John A.Case HBS-505S04MarketingDelivering Customer Service' is accompanied by a Video Short - available only to registered Premium Educators at hbsp.harvard.edu - 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. Starbucks, the dominant specialty-coffee brand in North America, must respond to recent market research indicating that the company is n...Starting at €8.20
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Anuntis and Anuntis.com
Segarra, José Antonio; González, JorgeCase M-1120-EInformation Technologies, MarketingThe Anuntis group published classified advertisement papers in various cities in Spain. In early 2000 the company's managers were weighing up a number of growth options. One issue was how to transfer their business model to the Internet. Another was the proposal to launch umbrella brands for the group's publications. Lastly, they had to decide on an internationalization strategy for Latin America.Starting at €8.20