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Laia Bertran (E): En Chicago: y yo qué hago
Bertran, Laia; Las Heras, Mireia; Chinchilla, NuriaCase DPO-402Business Ethics and Corporate Social Responsibility, Leadership and People ManagementEl caso E presenta la situación de Laia en 2016, tras pasar casi un año en Estados Unidos, donde no ha estado trabajando, sino ayudando a Jordi y a toda la familia a aclimatarse a su nuevo destino. El caso finaliza con una serie de preguntas que Laia se plantea con respecto a su vida profesional.Starting at €5.74
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New Ways to Answer Old Questions: Conjoint Analysis Takes the Guesswork Out of Pharmaceutical Marketing Decisions
Green, Paul; Joachimsthaler, Erich A.Technical Note MN-284-EMarketingNew developments in marketing research now provide the techniques required to accurately and precisely measure consumer preferences and the trade-offs consumers make between various product attributes, and beyond that to simulate managerially meaningful outcomes such as gains/losses in market share, sales volume, and gross profit. These new developments in marketing research represent a sort of second generation methodologies and refinements of t...Starting at €8.20
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Laia Bertran (D): New Hurdles, New Challenges
Bertran, Laia; Las Heras, Mireia; Chinchilla, NuriaCase DPO-401-EBusiness Ethics and Corporate Social Responsibility, Leadership and People ManagementCase D describes the events that occur in the lives of Jordi and Laia from 2008, the year in which case C ends, to 2015, when Jordi is offered a transfer to the United States as general manager of a subsidiary of the company he works for. During this time, Laia and Jordi have their second daughter; Jordi overcomes two cancers and graduates from the IESE's Executive MBA program; and Laia makes a good recovery from her illness, works very hard (and...Starting at €5.74
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Robert Krups GMBH & Co. KG: Brand Transfer into East Germany (A)
Hickman, E.; Joachimsthaler, Erich A.Case M-926-EMarketingCase deals with the issues that make a brand strong e.g. positioning, product characteristics, advertising and product presentation strategy, etc.; measures of a brand's strength e.g. awareness, perceived quality reputation, etc. The management issue is how to transfer these brand attributes to the newly opened east european market and indeed, to decide which specific brands will actually appeal to this new set of consumers.Starting at €8.20
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Laia Bertran (E): In Chicago: So, What Do I Do
Bertran, Laia; Las Heras, Mireia; Chinchilla, NuriaCase DPO-402-EBusiness Ethics and Corporate Social Responsibility, Leadership and People ManagementCase E presents Laia's situation in 2016. At this point, she has spent almost a year in the United States, where, rather than working, her role has been to help Jordi and the rest of the family settle into their new life. The case ends with a series of questions Laia is asking herself about her professional future.Starting at €5.74
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Robert Krups GMBH & Co. KG: Brand Transfer into East Germany (B)
Hickman, E.; Joachimsthaler, Erich A.Case M-927-EMarketingProvides detailed market information about East Germany as a background for the decisions that have to be made in the (A) case (M-926-E).Starting at €5.74
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Anfi del Mar, S.A.
Joachimsthaler, Erich A.; Metha M.Case M-888-EMarketingAnfi del Mar, S.A. is about to launch their five-star timeshare resort in Gran Canaria, one of the Canary Islands, to be marketed and sold to German, British and Spanish tourists. There is also an interest to expand the marketing effort to include the Scandinavian countries. On July of 1992, the time of writing of the case, the management team of Anfi del Mar, S.A. has finalised the plans for marketing and selling the resort. The land excavations...Starting at €8.20
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Anfi del Mar, S.A.
Joachimsthaler, Erich A.; Metha M.Case M-888MarketingAnfi del Mar, S.A. está a punto de lanzar su centro de multipropiedad de cinco estrellas en Gran Canaria, una de las islas del archipiélago canario, que se venderá a los turistas alemanes, británicos y españoles. También quieren ampliar la acción de marketing a los países escandinavos. En julio de 1992, cuando se escribe el caso, el equipo de dirección de Anfi del Mar, S.A. ha terminado los planes para el marketing y venta del centro. Se han term...Starting at €8.20
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Nuevas formas de responder a las viejas preguntas: El análisis conjunto elimina la aleatoriedad de las decisiones de marketing del sector farmacéutico
Green, Paul; Joachimsthaler, Erich A.Technical Note MN-284MarketingCon la evolución de la investigación de marketing se dispone actualmente de técnicas que permiten evaluar con exactitud las preferencias de los consumidores y sus compensaciones entre los distintos atributos de los productos. Dichas técnicas permiten asimismo simular resultados significativos, desde el punto de vista de la gestión, tales como el aumento y disminución de la cuota de mercado, del volumen de ventas y de los beneficios brutos. Esta e...Starting at €8.20
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Laia Bertran (D): Nuevos obstáculos, nuevos retos
Bertran, Laia; Las Heras, Mireia; Chinchilla, NuriaCase DPO-401Business Ethics and Corporate Social Responsibility, Leadership and People ManagementEl caso D describe los acontecimientos sucedidos en las vidas de Jordi y Laia desde 2008, año en que finaliza el caso C, hasta 2015, cuando proponen a Jordi un traslado a Estados Unidos como director general de la filial de la empresa en la que trabaja. Durante este tiempo, Laia y Jordi han tenido su segunda hija y Jordi ha superado dos cánceres y se ha graduado del EMBA del IESE. Por su parte, durante estos años, Laia se ha recuperado notablemen...Starting at €5.74