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How Stories Drive Growth: HSN
Aaker, J; Schifrin, DCase SGSB-M348B-EMarketingStories play an important role in business. They are a powerful tool for persuasion and useful in the context of understanding customers, building brands and leading teams. Set in 2014, the case explores how stories can drive the growth of a company, focusing on HSN Inc., the $3 billion interactive, multi-channel retailer. When Mindy Grossman became CEO of HSN in 2006, she had three major challenges: create a new story for a 30-year old company t...Starting at €8.20
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Hidesign: Leather Heritage or Lifestyle Brand
Suresh KeraniCase IVEY-9B12A012-EEntrepreneurship, Marketing, StrategyThe Hidesign case examines issues facing a niche fashion company in pursuit of its next growth phase. After three decades of offering a leather products portfolio, the founder and president of Hidesign has decided to extend Hidesign’s portfolio to include non-leather product categories such as sunglasses and pens. The company’s advertising tagline — “Real leather. Crafted the forgotten way.” — has helped position Hidesign as a quality leather acc...Starting at €8.20
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Ferns N Petals: Flowering Through a Unique Franchising Model
V.V. Gopal; Suresh Kerani; Balakrishnan KondathCase IVEY-9B14A075-EEntrepreneurship, Marketing, StrategyThe successful rise of Ferns N Petals, a branded flower boutique, coincided with the post-liberalization retail boom in India, a period of rapid growth for organized modern retailing, including online retailing. As the economy grew, disposable incomes rose, driving demographic and lifestyle changes and fuelling aspirations. The Ferns N Petals chain tapped franchisees aggressively. In a predominantly unorganized and localized market, the company s...Starting at €8.20
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How Stories Drive Growth: Skype
Aaker, J; Schifrin, DCase SGSB-M348A-EMarketingStories play an important role in business. They are a powerful tool for persuasion and useful in the context of understanding customers, building brands, and leading teams. This case explores how stories can drive the growth of a company, focusing on Skype, the voice-over-Internet-protocol (VoIP) service used by 300 million people around the world to make free or cheap video and voice calls. In 2012, Skype needed its customers to transition fro...Starting at €8.20
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How Stories Drive Growth: Brit + Co
Aaker, J; Schifrin, DCase SGSB-M348C-EMarketingStories play an important role in business. They are a powerful tool for persuasion and useful in the context of understanding customers, building brands and leading teams. The case explores how stories can drive the growth of a company, focusing on Brit + Co., the online platform and e-commerce company founded by Brit Morin in 2011. Used by millions of people, the site combines the digital world and the maker movement in one place, showcasing th...Starting at €8.20