IESE (España)
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Coca Cola Spain: Branding 2.0
Villanueva, Julian; Ziskind, Julie Michelle; Armelini, GuillermoCase M-1269-EKnowledge and Communication, MarketingThe case analyzes Coca-Cola Spain's use of social media and Web 2.0 to reach audiences that are no longer tuning in to mass media. It also discusses the similarities and differences between various social media platforms and the ongoing evolution of online marketing.Starting at €8.20
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Coca Cola España: Branding 2.0
Villanueva, Julian; Ziskind, Julie Michelle; Armelini, GuillermoCase M-1269Knowledge and Communication, MarketingEl caso analiza el uso que Coca-Cola España hace de los medios de comunicación social y de la Web 2.0 para llegar a un público que ya no sintoniza con los medios de comunicación de masas. También trata el desarrollo actual del marketing online y las similitudes y diferencias que existen entre diversas plataformas de medios sociales.Starting at €8.20
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OpenAI y el mercado de los grandes modelos de lenguaje
Samila, Sampsa; Berrone, PascualCase SM-1742Business Ethics and Corporate Social Responsibility, Innovation and Change, StrategyEl caso se centra en Sam Altman, el CEO de OpenAI, y las trascendentales decisiones que debía tomar con respecto al rumbo de la empresa en un mercado, el de los grandes modelos de lenguaje (LLM), que crecía rápidamente. Gracias al éxito del GPT-4, OpenAI se había convertido en un actor prominente del sector, y Altman tenía que elaborar una estrategia integral con la que mantener la posición de la empresa y, al mismo tiempo, sortear los complejos ...Starting at €8.20
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Amazon.com, Inc: la transformación mediante IA
Samila, Sampsa; Sastre Boquet, IsaacCase SM-1724Information Technologies, Innovation and Change, Leadership and People Management, StrategyEste caso describe el desarrollo y utilización de la IA en Amazon. Este caso ha sido usado en clase para discutir el amplio abanico de aplicaciones de IA en Amazon, los efectos competitivos de estas aplicaciones, el proceso para desarrollar estas aplicaciones, y el estado actual de la organización de Amazon.Starting at €8.20
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Santander and Formula One (A)
Ziskind, Julie Michelle; Villanueva, JulianCase M-1259-EMarketingCase A begins in the fall of 2009 as Santander's first foray into corporate sponsorship, their contract with F1 Team Mercedes McLaren, is coming up for renewal. Active since 2007, the sponsorship is strategically aimed at raising Santander's awareness in key geographic markets where it is in the process of rebranding previously acquired local banks under the unified Santander name. Santander chooses F1 for its ability to provide a large, interna...Starting at €8.20
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El Santander y la Fórmula Uno (A)
Ziskind, Julie Michelle; Villanueva, JulianCase M-1259MarketingEl caso A comienza en otoño de 2009, cuando se acerca la renovación de la primera incursión del Santander en el patrocinio de empresas: el contrato con el equipo de Fórmula Uno McLaren Mercedes. Vigente desde 2007, este patrocinio está estratégicamente enfocado a dar a conocer el Banco Santander en ciertos mercados clave donde se está llevando a cabo un proceso de cambio de marca en el que los bancos locales adquiridos están pasando a denominarse...Starting at €8.20
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Santander and Formula One (B)
Ziskind, Julie Michelle; Villanueva, JulianCase M-1260-EMarketingCase B recounts Santander's 2010 decision to stay in F1 while shifting its main sponsorship to Ferrari and at the same time renewing with McLaren at a lesser level to maintain support for the now rebranded Abbey. The first race of the 2010 season finds all three podium finishers sporting the Santander name; however, the price for such presence is also significantly higher compared to the previous commitment.Starting at €5.74
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The Promotion Decision
Almandoz, John; Samila, SampsaCase DPO-776-EInformation Technologies, Leadership and People Management, StrategyThis is a choice to fill a director position in a company. What are the benefits of following the recommendation provided by the algorithm that favors one candidate versus following the preference of a manager who knows the other candidate very well and in fact has developed that candidate through coaching? Biases can be discussed and the merits of AI in hiring and promotion decisions.Starting at €8.20
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OpenAI and the Large Language Model Market
Samila, Sampsa; Berrone, PascualCase SM-1742-EBusiness Ethics and Corporate Social Responsibility, Innovation and Change, StrategyThe case study centered on Sam Altman, the CEO of OpenAI, as he faced critical decisions regarding the company's future direction in the rapidly growing large language model (LLM) market. With the success of GPT-4, OpenAI became a prominent player in the industry, and Altman had to develop a comprehensive strategy to maintain this position while navigating a complex array of challenges. The case explored key issues such as competitive dynamics, f...Starting at €8.20
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OpenAI and the Large Language Model Market - Teaching Note
Samila, Sampsa; Berrone, Pascual; Sastre Boquet, IsaacTeaching Note SMT-144-EBusiness Ethics and Corporate Social Responsibility, Innovation and Change, StrategyThe case study centered on Sam Altman, the CEO of OpenAI, as he faced critical decisions regarding the company's future direction in the rapidly growing large language model (LLM) market. With the success of GPT-4, OpenAI became a prominent player in the industry, and Altman had to develop a comprehensive strategy to maintain this position while navigating a complex array of challenges. The case explored key issues such as competitive dynamics, f...Starting at €0.00