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Better Homes & Gardens Real Estate: B2B and B2C Social Media Marketing
Raymond Pirouz; Emily Chen-BendleCase IVEY-9B12A057-EEntrepreneurship, Marketing, StrategyThis case explores social media marketing as both business to business (B2B) and business to consumer (B2C) strategies. In spite of a challenging real estate environment, Better Homes and Gardens Real Estate (BHGRE) was launched in 2008 by Realogy Corporation, the largest franchisor of real estate brands in the world, to maintain and grow market share with a new type of real estate company centered around lifestyle. BHGRE has grown rapidly and ha...Starting at €8.20
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MediaMath: Positioning a Real-Time Interface for Online Media Planning & Buying
Raymond Pirouz; Emily Chen-BendleCase IVEY-9B13A014-EEntrepreneurship, MarketingMediaMath is a demand-side platform that provides a single interface from which online media buyers can buy display media advertising from multiple advertising exchanges. The company’s chief executive officer is contemplating the strategic direction of his new business after its first full year of operation. Specifically, he needs to determine which clients he should most actively pursue and how that decision will affect the strategic direction o...Starting at €8.20
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Sushilicious: Standing Out in a Crowded Field
Dante Pirouz; Raymond Pirouz; Ken MarkCase IVEY-9B11A035-EEntrepreneurship, Marketing, StrategyThe founder of Sushilicious, a new sushi restaurant in California, is wondering how to make his second year in the business even more successful. His objective is to grow the current base for his restaurant with a limited marketing budget. The founder has had success building his first restaurant using a combination of social media tools and now wonders how he can build upon his current marketing strategy. Furthermore, should he franchise the Sus...Starting at €8.20
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If Brands Are Built over Years, Why Are They Managed over Quarters
Lodish, Leonard M.; Mela, Carl F.Article HBS-R0707H-EMarketingThis article includes a one-page preview that quickly summarizes the key ideas and provides an overview of how the concepts work in practice along with suggestions for further reading. Brands are on the wane. Many consumer goods companies blame the big-box discount retailers, but the Wharton School's Leonard Lodish and the Fuqua School's Carl Mela have a different explanation. Their research suggests that companies have damaged their brands by in...Starting at €8.20