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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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Colgate-Palmolive Company: Marketing Anti-Cavity Toothpaste
Quelch, John A.; Rodriguez, MargaretCase HBS-515050-EMarketingIn October 2013, Colgate-Palmolive Company, the world's leading oral care company, was about to launch its new Colgate Maximum Cavity Protection plus Sugar Acid Neutralizer toothpaste in Brazil. Oral care category accounted for 46 percent of Colgate's $17.4 billion sales worldwide in 2013. The new toothpaste was clinically proven to reduce and prevent cavities more effectively than toothpaste with the same level of fluoride alone. All maj...Starting at €8.20
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American Airlines' Value Pricing (A) (Spanish version)
Silk, Alvin J.; Michael, Steven C.Case HBS-504S16MarketingWould American's bold initiative work?Starting at €8.20
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E-Cigarettes: Marketing Versus Public Health
Quelch, John A.; Rodriguez, MargaretCase HBS-514059-EMarketingTo maximize their effectiveness, color cases should be printed in color. Electronic cigarettes (e-cigarettes) were heralded by some as a healthcare game changer, enabling smokers to switch to a new product which carried lower risk of cancer. However, there were concerns about the public health risk of e-cigarettes, particularly the chance that teens would easily develop nicotine addictions from smoking the fruit-flavored products. Manufacturers a...Starting at €8.20
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Consumer Analytics (Spanish version)
Quelch, John A.; Rodriguez, MargaretCase HBS-519S18MarketingIn 2014, Dr. Michael Dulin, chief clinical officer for analytics and outcomes research and head of the Dickson Advanced Analytics (DA2) group at Carolinas HealthCare System (CHS), successfully unified all analytics talent and resources into one group over a three year period. Rapid increases in computing power and decreases in data storage costs had enabled DA2's data architects to build predictive models incorporating complex clinical, financial...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
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GlaxoSmithKline in China (A)
Quelch, John A.; Rodriguez, MargaretCase HBS-514049-EMarketingFour GlaxoSmithKline employees were accused of bribing Chinese health care workers to prescribe the company's drugs. The accusations brought to light the questionable incentive structures of the Chinese health care system and the pressure on companies to adhere to local customs while still observing local laws.Starting at €8.20
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GlaxoSmithKline in China (B)
Quelch, John A.; Rodriguez, MargaretCase HBS-514050-EMarketingIn 2013, Chinese investigators detained four GSK employees for allegedly bribing health care staff to sell GSK pharmaceuticals. A month later, GSK's Asia Pacific regional president, Abbas Hussain, said the company would help identify corrupt practices. Two days later, GSK's CEO, Andrew Witty, called the allegations "shameful" and said the company would use the opportunity to "make changes."Starting at €5.74
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Royal Caribbean Cruises Ltd.: Safety, Environment and Health
Quelch, John A.; Rodriguez, MargaretCase HBS-514069-EMarketingTo maximize their effectiveness, color cases should be printed in color. In January 2014, Gary Bald, senior vice president of Safety, Environment and Health at Royal Caribbean Cruise Lines (RCL), prepared for a review meeting with the company's chief executive, Adam Goldstein, and chairman, Richard Fain. Prior to joining RCL in 2006, Bald had spent 28 years with the Federal Bureau of Investigation. After seven years of upgrading security for the ...Starting at €8.20
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23andMe: Genetic Testing for Consumers (B)
Quelch, John A.; Rodriguez, MargaretCase HBS-514095-EMarketingTo maximize their effectiveness, color cases should be printed in color. Following the FDA's letter in November 2013, which ordered 23andMe to cease sales of its DNA test kits, observers wondered how co-founder and CEO, Anne Wojcicki, would guide the company in the presence of uncertainty.Starting at €5.74