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Analyzing the Success of “Retailers”
Neil Bendle; Xin (Shane) WangExercise IVEY-9B15A045-EMarketingKelsey, a newly minted MBA hired by a firm that provides analysis of companies, has been given a task to present an assessment of six very different firms described by her manager as “retailers.” She has been given the performance details of these companies and is expected to quickly analyze the metrics related to the firms’ performance, such as return on assets, inventory turns and staff productivity. Her manager also wants her to assess and com...Starting at €8.20
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(PRODUCT) RED (A)
Moon, Youngme; Norton, Michael I.; Chen, DavidCase HBS-509013-EMarketingDescribes the launch and initial results of the (PRODUCT) RED campaign, a social marketing initiative conceived of by U2's Bono and Bobby Shriver to combat AIDS in sub-Saharan Africa. The company licensed the (RED) brand to partner companies, which initially included Gap, Apple, Motorola, Armani, and American Express. The business model was structured to benefit partner companies by increasing consumer purchases - of (RED)-branded products such a...Starting at €8.20
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(PRODUCT) RED (B)
Moon, Youngme; Norton, Michael I.; Chen, DavidCase HBS-509014-EMarketingUpdates the (PRODUCT) RED (A) case through early 2008, including announcements of new partner relationships (with Hallmark, Microsoft, and Dell) as well as new communications initiatives.Starting at €5.74
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Making stickK Stick: The Business of Behavioral Economics, Teaching Note
John, Leslie K.; Norton, Michael I.Teaching Note HBS-515088-EMarketingTeaching note for case 514019.Starting at €0.00
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China Eastern's World-Class Dream: Shanghai-Based Globalization
Jie Li; Xin (Shane) WangCase IVEY-9B19A057-EMarketing, StrategyAs one of China’s top three major state-owned air transportation companies, China Eastern Airlines Corporation Limited (China Eastern) had built an international brand image with a global influence. With the airline’s unique Shanghai-based globalization,Starting at €8.20
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A Thirst for Change (Spanish version)
Norton, Michael I.; Avery, JillCase HBS-512S12MarketingPepsiCo's innovative cause-marketing program in which consumers submitted ideas for grants for health, environmental, social, educational, and cultural causes. Consumers voted for their favorite ideas, and PepsiCo funded the winners with grants ranging from $5,000 to $250,000. The case highlights the benefits and risks of traditional branding and social media branding, including a discussion of how the Pepsi Refresh Project fits with Pepsi's pre...Starting at €8.20
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(Producto) RED (A)
Moon, Youngme; Norton, Michael I.; Chen, DavidCase HBS-514S17MarketingDescribe la puesta en marcha y los resultados iniciales de la marca (PRODUCT) RED campaña, una iniciativa de marketing social concebido por los de U2 Bono y Bobby Shriver para combatir el SIDA en el África subsahariana. La compañía de la licencia de la marca (RED) a empresas asociadas, que inicialmente incluía Gap, Apple, Motorola, Armani, y American Express. El modelo de negocio se estructuró a empresas asociadas beneficios mediante el aumento d...Starting at €8.20
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Repositioning the Brand (Spanish version)
Keinan, Anat; Avery, Jill; Wilson, Fiona; Norton, Michael I.Case HBS-513S34MarketingWell-established fashion brand Eileen Fisher has traditionally appealed to older women. However, to drive growth, Eileen Fisher's management team wants to target a younger demographic and has revamped its Fall product line to offer more fashionable styles to appeal to younger women. But, repositioning the brand has proven to be harder than expected. This case explores the challenges of appealing to new target markets, without alienating existing ...Starting at €8.20
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What's the Deal with LivingSocial? (Spanish version)
Norton, Michael I.; Wathieu, Luc; Sigman, Betsy Page; Bertini, MarcoCase HBS-519S22MarketingTim O'Shaughnessy, the 29-year-old CEO of LivingSocial, is growing a revolutionary worldwide business of "daily deals"-in which retailers offer a heavily-discounted product or service available for purchase for brief (often 24-hour) windows. The case explores the complicated sharing of risks and rewards between LivingSocial, participating retailers, and customers, focusing on the return on investment in both the short- and longer-term for LivingS...Starting at €8.20
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Local Motors: Diseñados por la multitud, construidos por el cliente
Norton, Michael I.; Dann, Jeremy B.Case HBS-516S04MarketingComo consecuencia de la fusión entre los fabricantes de automóviles en Estados Unidos en 2009, Jay Rogers - CEO de Local Motors - tiene un nuevo enfoque para la industria del automóvil: Decidir qué modelos son producidos a través de concursos de diseño en línea, y luego permitir a los clientes a "construir sus propios coches "de los diseños ganadores. El caso se centra en dos cuestiones fundamentales: Can Motors local a construir una comunidad de...Starting at €8.20