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Orlando International Airport: Landing International Airline Business
Ilan Alon; Meredith Lohwasser; Jennifer DugoshCase IVEY-9B13M070-EMarketing, StrategyEach year, Orlando International Airport serviced more than 35 million passengers. Many were attracted to Orlando, Florida, for tourism, vacations and fun, as the area was home to some of the most popular theme parks in the United States. Others travelled to Orlando on business, as the area had attracted international companies, and domestic companies had a growing presence in other countries. The airport needed to continue to attract new airline...Starting at €8.20
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Branding Orlando For Global Competitiveness
Ilan Alon; Jennifer Dugosh; Meredith LohwasserCase IVEY-9B12A043-EMarketingThe case considers the necessity for rebranding the city of Orlando, Florida, which has a brand known worldwide as a destination only for tourism and sunshine. However, the Greater Orlando Area not only houses many other promising industries including technology, defence and simulation but also has a diverse community and a trade scene with vast potential. Yet, why has Orlando not been recognized as a great place to conduct business? Why is its r...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