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Customer Loyalty Battles (Spanish version)
Deighton, John; Kindley, James T.Case HBS-915S04MarketingThe marketing and operations managers for Olympic Rent-A-Car meet to decide how to respond to changes in the loyalty rewards program at the market-leading competitor. The competitor's program gives awards based on dollars spent instead of days rented and eliminates blackout dates. Olympic expects the program to capture more of the valuable business traveler segment, which rents cars more frequently and generally pays higher premiums than the leis...Starting at €8.20
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Brita Products Co. (Spanish version)
Deighton, JohnCase HBS-503S63MarketingClorox's Brita skillfully exploits a tide of water safety concerns, growing a home water (filtration) business from inception to a 15% U.S. household penetration in ten years. The dilemma in the case arises as the period of increasing returns seems to be drawing to a close, and management must use its legacy, an installed based and a strong brand equity, to take the business forward into a less friendly environment. Students can model the relatio...Starting at €8.20
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Evolution of a Brand (Spanish version)
Deighton, JohnCase HBS-508S16MarketingExamines the evolution of Dove from functional brand to a brand with a point of view after Unilever designated it as a masterbrand, and expanded its portfolio to cover entries into a number of sectors beyond the original bath soap category. The development causes the brand team to take a fresh look at the cliches of the beauty industry. The result is the controversial Real Beauty campaign. As the campaign unfolds, Unilever learns to use the Inter...Starting at €8.20
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Bluefin Labs: La adquisición por Twitter
Deighton, John; Kornfeld, LeoraCase HBS-514S06Marketing¿Cuál es el valor de los datos de escucha sociales de aleta azul Labs a Twitter? Adquirida por Twitter en 2013, rojo había construido un sistema que reunió a millones de comentarios en línea en un esfuerzo por desarrollar nuevas métricas para los programas de televisión y la publicidad de marca. Con los datos de Twitter y otros sitios sociales, expresiones, no sólo impresiones, ahora podría ser agregados, medidos, y se utiliza para calibrar el re...Starting at €8.20
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Acxiom
Deighton, JohnCase HBS-516037-EMarketingAcxiom built the market for personal data, yet sales have been flat for a decade during which marketing's appetite for data has exploded. Will the acquisition of a digital data onboarder, LiveRamp, give marketers what they want from a data broker?Starting at €8.20
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Obama versus Clinton: The YouTube Primary
Deighton, John; Kornfeld, LeoraCase HBS-509032-EMarketingWhat was the role of the Internet in the contest for the Democratic presidential nomination between Senators Obama and Clinton? How does the role change in the shift from the Primary to the National election? The case examines media and content choices by each candidate, and allows students to explore the role of new media in political campaigns. The focus is on fundraising in 2007 and campaigning for Primary delegate votes in 2008.Starting at €8.20
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Demand Media
Deighton, John; Kornfeld, LeoraCase HBS-511043-EMarketingGoogle search had helped Demand Media grow to be a $1.9 billion online publisher. Then, social media and smartphone apps began to change the way people navigated the Internet. How should Demand Media respond? The business ran on a radically new model in which a stable of 10,000 freelance contributors supplied content, the Internet's search engines brought it 75 million readers each month, and advertising generated revenue. It took the guesswork o...Starting at €8.20
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The Ford Fiesta
Deighton, John; Kornfeld, LeoraCase HBS-511117-EMarketingExecutives at Ford wondered if social media could be the marketing solution for the launch of the youth-oriented 2010 Fiesta. But with social media came a ceding of control. Some at the company believed that if Ford was going to move beyond its conservative brand image for the launch of the new subcompact chances had to be taken. Others erred on the side of caution. Chantel Lenard, Ford's Group Marketing Manager for Global Small Car and Midsize V...Starting at €8.20
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Bluefin Labs: The Acquisition by Twitter
Deighton, John; Kornfeld, LeoraCase HBS-513091-EMarketingWhat is the value of Bluefin Labs's social listening data to Twitter? Acquired by Twitter in 2013, Bluefin had built a system that gathered millions of online comments in an effort to develop new metrics for TV programs and brand advertising. With data from Twitter and other social sites, expressions, not just impressions, could now be aggregated, measured, and used to calibrate brand performance and to sell media time. A second objective of the ...Starting at €8.20
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Amazon, Apple, Facebook, and Google 2018 (Spanish version)
Deighton, John; Kornfeld, LeoraCase HBS-514S07MarketingFour businesses had, by 2012, grown to dominate the infrastructure that all firms rely on to reach online customers. Will the balance of power among the four persist, will one take command at the expense of the other three, or are all four more vulnerable than they seem to outside forces? What are the implications for the pace at which consumers go online? Amara's Law claims that we tend to overestimate change in the short run, and underestimate ...Starting at €8.20