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Genuinus: marketing digital para vender productos frescos online
Gallo, Iñigo; Liepmann, Erik; Segarra, JavierCase M-1338MarketingGenuinus vende productos frescos ecológicos online. Tras un año y medio de operaciones, las ventas crecen, pero están lejos del beneficio. El equipo de Genuinus se plantea cómo utilizar mejor el presupuesto que dedica a marketing (prácticamente todo online).Starting at €8.20
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David contra Goliath. Decisiones comerciales en La Fageda
Gallo, Iñigo; Segarra, José AntonioCase M-1321MarketingLa Fageda es una iniciativa social y cooperativa que fabrica y vende yogures (además de helados y mermeladas). A mediados de 2014 han de tomar tres decisiones importantes dentro del ámbito comercial: cómo responder a una bajada de precios en una cadena importante; cómo ayudar a los distribuidores que se ven afectados por la caída de su negocio (fruto de la centralización logística de las principales cadenas); y qué hacer con algunas cuentas del c...Starting at €8.20
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Benati Solares
Gallo, Iñigo; Segarra, José AntonioCase M-1318MarketingEn 2013 el departamento de fotoprotección de Benati se plantea si debe responder a las promociones de la competencia. Pese a que estas promociones (ya en su tercer verano consecutivo) no hacen mucho daño en la cuota de mercado de Benati, la empresa identifica cierto descontento entre las farmacias, que son quienes venden el producto al cliente final.Starting at €8.20
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Lajpal Tea: Black Gold at Stake-Supplier Selection
Alison Konrad; Abdul Rehman Shaikh; Asad Ali QaziCase IVEY-9B19D020-EService and Operations ManagementIn September 2014, the national logistics manager at Lajpal Tea Pvt. Limited (Lajpal Tea), a leading tea brand in Pakistan, received notice that one of his key logistics service providers would soon terminate his service contract for transportation servicStarting at €8.20
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David Versus Goliath: Commercial Decisions at La Fageda - Teaching note
Gallo, Iñigo; Segarra, José AntonioTeaching Note MT-47-EMarketingLa Fageda is a social project and cooperative that produces and sells yogurts (as well as ice creams and jams). In 2014, the company must take three important commercial decisions: how to respond to a price cut by a major chain; how to help distributors affected by a drop in their volume of business (due to the centralization of logistics by major chains); and what to do with some accounts in the HORECA channel that have low profitability or even...Starting at €0.00
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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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Three Cases on Workplace Mistreatment
Karen Harlos; Alison Konrad; Lucas MonzaniCase IVEY-9B20C041-ELeadership and People Management, StrategyIn the first of three mini-cases on workplace mistreatment, "Casual Fridays Gone Wrong," the vice-president of compliance for a collections company faced the dilemma of how to deal with a complaint about a manager's racist comments. In the second mini-casStarting at €8.20
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Vancouver City Savings Credit Union: Working Dads (A)
Alison Konrad; Cameron PhillipsCase IVEY-9B14C025-EEntrepreneurship, Leadership and People ManagementThe first female chief executive officer (CEO) of Vancouver City Savings Credit Union (Vancity) believes in the importance of developing a positive workplace culture. She feels that successful employers take a progressive attitude toward promoting a healthy work-life balance. She also serves as a role model to her employees by working hard but communicating clearly about needing to be present for her family. When an independent consultant surveys...Starting at €8.20
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Mabel's Labels: Leading in a Results-Only Work Environment
Alison Konrad; Lindsay BirbragerCase IVEY-9B15C013-EEntrepreneurship, Leadership and People ManagementThis case describes the implementation of a results-only work environment (ROWE) at Mabel’s Labels, a successful entrepreneurial firm in Canada. Under ROWE, employee performance is managed by examining outcomes and accomplishments, not by measuring the amount of time people spend at the workplace. The case provides details of the change process and ROWE implementation. The change leader views ROWE as a strategic initiative to enhance the organiza...Starting at €8.20
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Marimekko
Alison Konrad; Jordan MitchellCase IVEY-9B06C014-ELeadership and People Management, StrategyKirsti Paakkanen has achieved a celebrity status in Finland for her enigmatic leadership of the Finnish design company Marimekko. Purchasing the company in a state of near bankruptcy in 1991, Paakkanen took several actions to restore profitability and realize growth. As of 2006, the company has sales of $64 million (of which 80 per cent are from Finland) and net profits of $8.4 million. Over the last few years, Paakkanen and her team have focused...Starting at €8.20