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CIBA-GEIGY Pharmaceuticals: Pharma International (Spanish version)
Smith, N. Craig; Quelch, John A.Case HBS-519S11MarketingExamines the decision by Pharma International on whether to launch an antimalarial product in Nigeria and, if so, how that should be implemented. Involves commercial, ethical, and policy considerations. Rich in situation assessment data, the case refers to criticism of pharmaceutical marketing practices in the Third World and CIBA-GEIGY's Servipharm initiative, one response to this problem.Starting at €8.20
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Global Branding and Advertising (Spanish version)
Quelch, John A.Case HBS-503S51MarketingHeineken managers are evaluating the results of the research projects designed to identify the values of the Heineken brand and to translate these into effective advertising messages.Starting at €8.20
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Maison Bouygues (Spanish Version)
Quelch, John A.; Conley, GregCase HBS-503S77MarketingEl vicepresidente de marketing está revisando el plan de marketing 1991 y el presupuesto para Maison Bouygues, el principal constructor de nuevas viviendas unifamiliares en Francia. Debido a la recesión, se prevé que las ventas de la compañía para ser plana y pueden necesitar ser hecho en la comercialización y venta mezcla ajustes.Starting at €8.20
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Comercializando la "Laptop de $100 dólares" (C)
Quelch, John A.; Chen, DavidCase HBS-511S12MarketingEn octubre de 2007, la OLPC informó retrasos en la producción y se perdió la fecha de envío. A principios de noviembre, el PC $ 100 por fin entró en producción, con envíos iniciales previstas para Uruguay y Mongolia, y la mitad del mes puso en marcha el programa "Give One, Get One". Permitió a los consumidores en los EE.UU. y Canadá, que tenían la opción de comprar un OLPC por $ 400, más del doble del costo de producción estimado de $ 188 para ca...Starting at €5.74
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Marketing the HealthSuite Digital Platform (Spanish version)
Quelch, John A.; Rodriguez, Margaret L.Case HBS-519S03MarketingIn June 2014, leading healthcare and consumer technology company, Royal Philips ("Philips"), announced its HealthSuite Digital Platform to house healthcare data and enable applications used by physicians and patients. Philips had strong equity in the healthcare technology space, due to its extensive portfolio of medical devices and related software sold primarily to hospitals. Philips designed the first two apps for the platform (eCareCoordinator...Starting at €8.20
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Are Americans Ready for Healthy Dark Chocolate? (Spanish version)
Quelch, John A.; Badame, DianeCase HBS-915S03MarketingAndrea Torres, director of new product development at a high-end chocolate confectionery company, leads her team through a carefully sequenced program of market research to support the development and launch of a new product, healthy dark chocolate with fruit. This is the first time Montreaux USA, an offshoot of a Swiss confectioner, has created a product specifically for U.S. chocolate consumers. The case explains the steps Torres and her NPD te...Starting at €8.20
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Refreshing the World Naturally (Spanish version)
Quelch, John A.; Teopaco, John L.Case HBS-918S04MarketingThe marketing director of Harmonie Mineral Water-the second-best selling bottled water in the world-is using findings from two project studies to assess how to establish a global brand identity for Harmonie via television advertising. He must decide what product attributes are sufficiently important across countries that they can be used for global brand communications. He also must determine the extent of local customization he should allow and ...Starting at €8.20
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Marketing the "$100 Laptop" (C)
Quelch, John A.; Chen, DavidCase HBS-508065-EMarketingIn October 2007, the OLPC reported production delays and missed its shipment date. In early November, the $100 PC finally went into production, with initial shipments planned for Uruguay and Mongolia, and mid-month launched the "Give One, Get One" program. It enabled consumers in the U.S. and Canada, who had the option of purchasing an OLPC for $400, more than double the estimated production cost of $188 for each laptop. Roughly half of the $400 ...Starting at €5.74
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Procter & Gamble Company: el envase para rellenar Lenor
Quelch, John A.; Drumwright, Minette E.; Yao, JulieCase HBS-504S14MarketingEste caso se acompaña de un breve vídeo que se puede mostrar en clase o incluido en un Coursepack digital. Los instructores deben considerar el momento de hacer el video disponibles para los estudiantes, ya que puede revelar detalles clave de caso. El gerente de marca para la marca de suavizante de telas Lenor, Procter & Gamble Alemania, estaba preparando una presentación sobre el lanzamiento nacional de un paquete de relleno con el medio ambient...Starting at €8.20
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Libert , galit , fragilit : The Rise of Populism in France
Pons, VincentCase HBS-717052-EEconomicsThe case describes an organization's use of the science of improvement to transform their process quality from below average to the top 10% in their industry. The case outlines the protagonist's strategy of developing internal experts who are trained in a common methodology for making improvement and spreading these ideas in their work units. This case is accompanied by a Video Short that can be shown in class or included in a digital coursepack...Starting at €8.20