Default Category
-
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
-
Del GRP al NRP: Un nuevo parámetro de medida de la eficacia de la publicidad en televisión
de Toro, Juan Manuel; Ramas, SantiagoTechnical Note MN-319MarketingAnte los numerosos y profundos cambios acaecidos en los últimos años en el mercado de los medios de comunicación (tanto en el aspecto de la oferta como en el de la demanda), se hacía urgente recabar las implicaciones de los mismos en la estrategia de comunicación de los anunciantes, y esto es lo que perseguimos con esta encuesta a los mayores anunciantes españoles. MODIStarting at €8.20
-
Carolina Herrera
Camprodón J.; de Toro, Juan ManuelCase M-936MarketingLa Dirección de Puig, S.A. se plantea el lanzamiento de un nuevo perfume en el segmento de selección de mujer en España, con el precedente de su considerable éxito en Estados Unidos, con el fin de potenciar la presencia de la compañía en este segmento. El problema concreto es decidir si el producto y el nombre (Carolina Herrera) es el más idóneo, pues parece que los clientes y los técnicos dudan de su posible adaptación al gusto del consumidor es...Starting at €8.20
-
Komatsu in China
Palepu, Krishna G.; Kanno, Akiko; Sato, NobuoCase HBS-114004-EAccounting and ControlKomatsu built a very successful business in China over the last two decades. But it is now facing rising competition from lower cost domestic Chinese companies, which are themselves trying to become global players. Facing the same situation, Caterpillar is implementing a two-brand strategy. What should Komatsu do to retain its leadership position in China?Starting at €8.20
-
Ricoh Company, Ltd.
Eccles, Robert G.; Edmondson, Amy C.; Iansiti, Marco; Kanno, AkikoCase HBS-610053-EService and Operations ManagementRicoh, the Japanese copier manufacturer, is committed to reducing its environmental impact to one-eighth of its 2000 levels by 2050. It has already introduced three stages of environmental awareness to its operations, and its recycled copier business broke even in 2006. The company developed environmental accounting methods and produces annual environmental and sustainability reports, but Ricoh is concerned that investors may not take these effor...Starting at €8.20
-
Sony
Thomke, Stefan; Osanai, Atsushi; Kanno, AkikoCase HBS-618045-EKnowledge and CommunicationSony used to be synonymous with "innovation" and "cool products". The case reveals how the company lost its edge and describes the leadership initiatives to restore its former glory. In 2012, Kazuo (Kaz) Hirai becomes CEO and successfully transforms Sony, including a relentless focus on differentiation through "wow" products instead of chasing scale. How should he organize and manage the company's response to digital opportunities, such as virtua...Starting at €8.20
-
Godiva Japan: Think Local, Scale Global
Deshpande, Rohit; Cekin, Esel; Kanno, AkikoCase HBS-517056-EMarketingThis case tracks Jerome Chouchan's strategies and execution for a successful turn around of Godiva Japan's operations which was experiencing a decline in sales when he became the managing director of the company in 2010. Through various initiatives and innovations, Godiva Japan had targeted a variety of demographic segments in different sales points, acquired new customers and created a moment of luxurious consumption for all ages. Accordingly, w...Starting at €8.20
-
Consumer Lending in Japan: Citi CFJ (A)
Trumbull, Gunnar; Kanno, AkikoCase HBS-709017-EEconomicsDespite a tradition of high household savings, Japan has supported a dynamic and technically sophisticated consumer lending sector. The high profitability of the sector has periodically attracted interest from domestic banks as well as international investors. Most recently, in 1998 and 2000 respectively, GE Capital and Citi Financial both acquired Japanese consumer lending companies. In 2006, when the Japanese Supreme Court rules that one of the...Starting at €8.20
-
LIXIL Group Corporation: Building a New Company in an Old Industry
Groysberg, Boris; Kanno, AkikoCase HBS-419009-ELeadership and People ManagementIn the spring of 2018, Kinya Seto, president and CEO of LIXIL Group Corporation, a major housing and building products and services company, called a meeting at the company's head office in central Tokyo to discuss how to implement the new three-year strategic plan. LIXIL had been established in 2011 through a merger of five of Japan's major companies across a broad spectrum of building materials and other housing-related businesses. The company ...Starting at €8.20
-
NTT DOCOMO's Race to 5G
Alcacer, Juan; Melcher, Horst; Kanno, AkikoCase HBS-720413-EStrategyWhat new services could they offer? Should they target corporate customers? Can NTT DOCOMO return to a sustainable growth path through 5G? How can they capture a larger share of the value created through 5G enabled internet ecosystems?Starting at €8.20