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Customer Lifetime Value Analysis (Spanish version)
Steenburgh, Thomas; Avery, JillCase HBS-519S01Marketingasset acquisition - attracting new customers to the firm, asset maximization - maximizing the value the firm extracts from each customer, and asset retention - retaining existing customers for the long term. The note gives students a foundation for analyzing marketing cases, as well as providing an analytical structure and process for completing a marketing plan. The note is accompanied by a free Excel worksheet which contains sample problems, p...Starting at €8.20
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Weathering the Storm at NYU Langone Medical Center
Huckman, Robert S.; Sadun, Raffaella; Norris, MichaelCase HBS-616026-EService and Operations ManagementIn the fall of 2012, Hurricane Sandy forced a full evacuation of NYU Langone Medical Center in New York City. The institution, which comprises NYU Medical School and several teaching hospitals, had been on an upward trajectory for several years under the leadership of Dr. Robert I. Grossman. Grossman's central initiative, which he credited with helping to create a performance-driven, transparency-focused culture was an information technology dash...Starting at €8.20
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Armarium: Luxury Fashion Brands for Rent
Avery, Jill; Fubini, David G.; Dossa, Natasha; Stewart, DevonCase HBS-518047-EMarketingArmarium, a two-sided online platform that offered consumers the opportunity to rent the most coveted, current season high fashion clothing and accessories from the top global luxury brands, had emerged from its first sales season with two distinct customer segments: the High Net Worth (HNW) woman and the High Earner, Not Rich Yet (HENRY) woman. As it began to scale its operations, it had to decide which customer segment was the more desirable ta...Starting at €8.20
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Adeo Health Science: Turning a Product into a Brand
Keenan, Elizabeth A.; Avery, JillCase HBS-518065-EMarketingFor decades, American parents were warned to avoid introducing potential allergens to their babies prior to their first birthday. But two influential clinical studies caused the medical establishment to radically reverse their position. Parents were now warned that delaying the introduction of these types of foods increased a baby's risk of food allergies. Adeo Health Science was ready, with patents filed for a baby food that made it simple for p...Starting at €8.20
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Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand
Avery, JillCase HBS-518066-EMarketingA sixteenth century Renaissance masterpiece, missing for 137 years, believed by many to have been destroyed, and then rediscovered less than a decade ago, becomes the most expensive painting ever sold, all the while surrounded by controversy. Did the buyer of Leonardo da Vinci's painting pay too much? Was it real? Did it matter? The sale of Leonardo's painting allows students to reengineer brand equity to understand from what it is derived and ho...Starting at €8.20
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Understanding the Brand Equity of Nestl Crunch Bar (B): Data Analysis
Avery, Jill; Zaltman, GeraldCase HBS-519062-EMarketingIn early 2018, Nestl announced the sale of its U.S. candy-making division and a select collection of twenty of its confectionery brands, including the Nestl Crunch Bar, to Ferrero SpA for $2.8 billion. Under the terms of the Nestl acquisition, each of the purchased confectionery brands was permitted to use the Nestl parent brand name for one year after the close of the sale. After that time, the Nestl Crunch Bar would be rebranded with ...Starting at €5.74
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Kraft Heinz: The $8 Billion Brand Write-Down
Avery, JillCase HBS-519076-EMarketingOn Friday, February 22, 2019, following an unexpected and disappointing earnings report, The Kraft Heinz Company's stock price fell 27%, wiping out $16 billion in market value. CEO Bernardo Hees had announced that the company had taken a $15.4 billion asset write-down, that the company would be cutting its annual dividend from $2.50 to $1.60 and that it was under SEC investigation for accounting irregularities related to its procurement process. ...Starting at €8.20
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Moleskine (A)
Raffaelli, Ryan L.; Sadun, Raffaella; Qu, KathyCase HBS-716407-ELeadership and People ManagementDescribes the founding and growth challenges facing Moleskine, an Italian-based consumer products company known for its oilcloth-covered notebooks once used by Ernest Hemingway and Vincent van Gogh. CEO Arrigo Berni and co-founder Maria Sebregondi aim to transform the company from a founder-led company to a professionally managed firm by expanding into new geographies, product categories, and distribution channels. They have also recently develop...Starting at €8.20
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Becton Dickinson: Innovation and Growth (A)
Sadun, Raffaella; Beer, Michael; Weber, JamesCase HBS-717419-EStrategyIn late 2015, CEO Vince Forlenza was reviewing Becton Dickinson's transformation efforts designed to enable the company to innovate and grow in a changing environment. Becton Dickinson had been a successful medical device company for over 100 years. In recent years, cost pressures were causing its major customers to consolidate, and also to rethink their purchasing practices-moving from looking for products to looking for cost-effective solutions...Starting at €8.20
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J.C. Penney's 'Fair and Square' Strategy (C): Back to the Future
Ofek, Elie; Avery, Jill; Alvarez, Jose B.Case HBS-514073-EMarketingRehired in April 2013, Myron E. "Mike" Ullman III was brought back to stabilize the retailer's business. Under Ron Johnson's "Fair and Square" program, sales had declined rapidly and quarterly losses and expensive capital investments had put severe pressure on cash reserves. Ullman decided to combine "Fair and Square" everyday low pricing and high/low pricing to reverse the negative trend. For example, to welcome people back to its stores, J.C. P...Starting at €5.74