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Audio Advice: From Retail to E-Tail
Michael A. StankoCase IVEY-9B17A036-EEntrepreneurship, MarketingAudio Advice was a brick-and-mortar audio specialty retailer with two stores in North Carolina. Traditionally, audiophile components were only sold through specialty stores. However, this practice was shifting, with a growing portion of sales occurring online. Audio Advice wanted to capture a portion of this growing channel, so started online as an Amazon Marketplace seller. Though this channel resulted in quick revenue growth without a great dea...Starting at €8.20
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Marlboro Friday (A) (Spanish version)
Silk, Alvin J.; Isaacson, BruceCase HBS-506S27MarketingOn April 2, 1993 Philip Morris USA launched an elaborate integrated program of consumer and retail promotions of unspecified duration that effectively slashed the retail price of its flagship brand, Marlboro, by 20% in the U.S. market. This program represented a major shift in strategy designed by Philip Morris to reverse the alarming declines in Marlboro's market share, which had occurred in the face of severe price competition from discount bra...Starting at €8.20
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Sworkit: Taking the Free out of Freemium
Michael A. StankoCase IVEY-9B19A042-EEntrepreneurship, MarketingMaryland-based Nexercise App Inc.’s fitness application (app) Sworkit provided app-based workout routines that required no equipment. In October 2017, the app was available in a free version with advertising, or via subscriptions that included additional features and no advertising—a classic example of freemium pricing. While 1.5 million people made use of Sworkit each month, the large majority of these were free users, and only a small portion c...Starting at €8.20
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Vistakon: Lentes de Contacto Desechables 1 Day Acuvue
Silk, Alvin J.; Isaacson, Bruce; Bell, MarieCase HBS-505S13MarketingVistakon, una filial independiente y empresarial de Johnson & Johnson, fue pionera en la producción y comercialización de lentes de contacto desechables con el lanzamiento de 1987 Acuvue, la primera lente de uso prolongado desechable - lentes de contacto blandas que los pacientes usen durante un periodo de menos de dos semanas y luego abandonan. En 1993, Acuvue era la marca líder de lentes de contacto blandas en Estados Unidos. En marzo de 1994, ...Starting at €8.20