IESE (España)
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American Express: Membership rewards Europe
Spinther M.; Rose S.; McGilvey P.; Huete, Luis MaríaCase P-886-EService and Operations ManagementThe Membership Rewards Programme is designed for business travellers. The rewards offered appeal mainly to members of Airline Frequent Flyer Programmes who take advantage of collecting miles on Amex and transfer them to their preferred airline to collect free tickets or upgrades. The case poses the managerial challenge of how to reach the 50% target penetration rate of the programme Amex has in mind and questiones how to include customers of the ...Starting at €8.20
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American Express: «Membership rewards» Europa
Spinther M.; Rose S.; McGilvey P.; Huete, Luis MaríaCase P-886Service and Operations ManagementEl Programa "Membership Rewards" está diseñado para viajeros de negocio. Las recompensas ofrecidas van dirigidas principalmente a las personas registradas en los programas de viajero frecuente de las aerolíneas que se benefician acumulando kilómetros con Amex y transfiriéndolos a su aerolínea preferida para obtener billetes gratuitos o mejoras. El caso expone el reto de la dirección de Amex de cómo lograr el índice de penetración del 50% que el p...Starting at €8.20
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Firemadillo SCRPt: A Software to Revolutionize the Movie Industry
Planlilio, Lorenzo; Gallo, IñigoCase M-1389-EMarketingSCRPt is a software developed by the company Firemadillo, based in Los Angeles, that can predict the box office revenue of a movie by analyzing its script and comparing it to previous scripts. Firemadillo belives this is a game changer, with a huge potential. But it's not an easy sell. Who should they target? Writers? Producers? Studios? How should they position the software? At what price? The case provides all the necessary information to discu...Starting at €8.20