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Apple Pay (Spanish version)
Gupta, Sunil; Santana, Shelle; Rodriguez, Margaret L.Case HBS-518S14MarketingOn September 9, 2014, in front of a packed audience in Cupertino, CA, Tim Cook, the chief executive officer of Apple, announced the much anticipated launch of Apple Pay, "Our vision is to replace this [wallet] and we are going to start with payments." Cook then invited Eddy Cue, Apple's senior vice president of Internet Software and Services, to the stage to explain how Apple Pay would transform the mobile payments industry. He explained how Appl...Starting at €8.20
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Apple Pay
Gupta, Sunil; Santana, Shelle; Rodriguez, Margaret L.Case HBS-516027-EMarketingOn September 9, 2014, in front of a packed audience in Cupertino, CA, Tim Cook, the chief executive officer of Apple, announced the much anticipated launch of Apple Pay, "Our vision is to replace this [wallet] and we are going to start with payments." Cook then invited Eddy Cue, Apple's senior vice president of Internet Software and Services, to the stage to explain how Apple Pay would transform the mobile payments industry. He explained how Appl...Starting at €8.20
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Apple Pay, Teaching Note
Santana, Shelle; Gupta, SunilTeaching Note HBS-517038-EMarketingTeaching note for case 516027.Starting at €0.00
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Chase Sapphire: Creating a Millennial Cult Brand
Santana, Shelle; Avery, Jill; Snively, ChristineCase HBS-518024-EMarketingThe Inside the Case video that accompanies this case includes teaching tips and insight from the author (available to registered educators only). The launch of the Chase Sapphire Reserve credit card was enthusiastically received by Millennial consumers, a cohort that had previously eluded JPMorgan Chase and its competitors. With the one year anniversary of the launch approaching, managers are focused on retaining customers attracted by a one-tim...Starting at €8.20
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Chase Sapphire: Creating a Millennial Cult Brand, Teaching Note
Santana, Shelle; Avery, Jill; Snively, ChristineTeaching Note HBS-518068-EMarketingTeaching note for case 518024.Starting at €0.00
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Creating a Millennial Cult Brand (Spanish version)
Santana, Shelle; Avery, Jill; Snively, ChristineCase HBS-519S08MarketingThe Inside the Case video that accompanies this case includes teaching tips and insight from the author (available to registered educators only). The launch of the Chase Sapphire Reserve credit card was enthusiastically received by Millennial consumers, a cohort that had previously eluded JPMorgan Chase and its competitors. With the one year anniversary of the launch approaching, managers are focused on retaining customers attracted by a one-tim...Starting at €8.20
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Membership Rewards from American Express
Santana, Shelle; Frei, Frances X.; Pickle, Lauren G.Case HBS-518079-EMarketingCredit and charge card issuer American Express (Amex) had developed a strong reputation among consumers due in part to its Membership Rewards (MR) loyalty program, first established in 1991. Through MR, all Amex cardholders could accumulate and redeem "points" based on how much they spent, while customers with Amex's Gold and Platinum Cards received additional perks. By 2016, however, the U.S. credit card market had become increasingly competitiv...Starting at €8.20
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Super Bowl Storytelling
Santana, Shelle; Avery, JillCase HBS-519041-EMarketingThe one day a year when consumers not only tolerate but actually eagerly anticipate ads is during the NFL's Super Bowl. In sharp contrast to their behavior on the other 364 days of the year, consumers watch an average of 89 commercials per Super Bowl game for an average of 46 minutes. Why are consumers willing to spend 3.5x more time watching commercials on the Super Bowl than on any other day of the year? Perhaps because they have come to expect...Starting at €8.20
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Super Bowl Storytelling, Teaching Note
Santana, Shelle; Avery, JillTeaching Note HBS-520096-EMarketingTeaching note for case 519041.Starting at €0.00