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HBSP (USA)
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Predicting Consumer Tastes with Big Data at Gap
Israeli, Ayelet; Avery, JillCase HBS-517115-EMarketingThe Inside the Case video that accompanies this case includes teaching tips and insight from the author (available to registered educators only). Teach this case online with new suggestions added to the Teaching Note. CEO Art Peck was eliminating his creative directors for The Gap, Old Navy, and Banana Republic brands and promoting a collective creative ecosystem fueled by the input of big data. Rather than relying on artistic vision, Peck want...Starting at €8.20
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Amazon in 2021 (Spanish version)
Gupta, Sunil; Rodriguez, Margaret L.Case HBS-515S06MarketingThe Inside the Case video that accompanies this case includes teaching tips and insight from the author (available to registered educators only). Amazon launched its website in July 1995 to sell books online. Since then it has expanded into a variety of businesses that some see as unrelated. By 2019 Amazon has grown to become a digital giant with over $233 billion in annual sales but its profitability has been uneven. Has it spread itself too th...Starting at €8.20
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Power Tools Division (Spanish version)
Dolan, Robert J.Case HBS-503S48MarketingPresents Black & Decker's performance against a Japanese competitor and others in the power tools market. Black & Decker is anxious to regain its market share leadership in particular segments of the market. This case is accompanied by a Video Short 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.Starting at €8.20
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Colgate-Palmolive Company: Marketing Anti-Cavity Toothpaste
Quelch, John A.; Rodriguez, MargaretCase HBS-515050-EMarketingIn October 2013, Colgate-Palmolive Company, the world's leading oral care company, was about to launch its new Colgate Maximum Cavity Protection plus Sugar Acid Neutralizer toothpaste in Brazil. Oral care category accounted for 46 percent of Colgate's $17.4 billion sales worldwide in 2013. The new toothpaste was clinically proven to reduce and prevent cavities more effectively than toothpaste with the same level of fluoride alone. All maj...Starting at €8.20
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Pricing, Packaging, and Demand Forecasting for a New Weight-Loss Drug (Spanish version)
Quelch, John A.; Beckham, HeatherCase HBS-410S26MarketingWhen students have the English-language PDF of this Brief Case in a coursepack, they will also have the option to purchase an audio version. Metabical is a new weight loss drug from Cambridge Sciences Pharmaceuticals intended for moderately overweight individuals. In anticipation of final FDA approval, the senior director of marketing, Barbara Printup, prepares for the product launch and must make several critical decisions. First, she must selec...Starting at €8.20
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MontGras. Estrategia de exportación para una bodega chilena
Arnold, David J.; Stevenson, Howard H.Case HBS-510S14MarketingPara maximizar su eficacia, los casos de color deben imprimirse en color. MontGras, una bodega chilena de tamaño medio, tiene que formular una estrategia de exportación. Tiene que decidir si hacer hincapié en los mercados de Estados Unidos o del Reino Unido, que también ofrecen diferentes propuestas de posicionamiento y fijación de precios. Se ha fallado dos veces para penetrar en el mercado de EE.UU. porque las relaciones de distribuidor se cayó...Starting at €8.20
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Chocolates El Rey (Spanish Version)
Deshpande, Rohit; Herrero, Gustavo A.; Cuellar, Regina GarciaCase HBS-512S09MarketingA finales de noviembre de 2006, Jorge Redmond, presidente de Chocolates El Rey, convocó a una reunión con la alta dirección para discutir la estrategia de crecimiento de la compañía. Una parte relativamente pequeña firma con ventas de alrededor de $ 14 millones, El Rey produce el chocolate de alta calidad hecha con granos de cacao venezolano de origen único. La firma vendió sus chocolates en cuatro segmentos diferentes - servicios de alimentación...Starting at €8.20
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Rediscovering Market Segmentation (Spanish version)
Yankelovich, Daniel; Meer, DavidArticle HBS-R0602GMarketingIn 1964, Daniel Yankelovich introduced in the pages of Harvard Business Review the concept of nondemographic segmentation, by which he meant the classification of consumers according to criteria other than age, residence, income, and such. The predictive power of marketing studies based on demographics was no longer strong enough to serve as a basis for marketing strategy, he argued. Buying patterns had become far better guides to consumers' futu...Starting at €8.20
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Match Your Sales Force Structure to Your Business Life Cycle (Spanish version)
Zoltners, Andris A.; Sinha, Prabhakant; Lorimer, Sally E.Article HBS-R0607FMarketingthe differing roles that internal salespeople and external selling partners should play, the size of the sales force, its degree of specialization, and how salespeople apportion their efforts among different customers, products, and activities. These variables are critical because they determine how quickly sales forces respond to market opportunities, influence sales reps' performance, and affect companies' revenues, costs, and profitability. I...Starting at €8.20
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Ratings Pioneer Turns 20 (Spanish version)
Dolan, Robert J.; Israeli, AyeletCase HBS-518S31MarketingThe Inside the Case video that accompanies this case includes teaching tips and insight from the author (available to registered educators only). In 1995, before people "googled" or "yelped," Angela Hicks (HBS, 2000) was establishing her Angie's List as a pioneer in the accumulation and dissemination of consumer rating information. Hicks focused on the home repair and maintenance market and, as she put it, "particularly on high cost of failure s...Starting at €8.20