IESE (España)
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GoQuickly.com and FileAway: Advertising in the Super Bowl
Gallo, Iñigo; González, Jorge; Capizzani, Mario; Panlilio, LorenzoCase M-1374-EMarketingKickersoft managers Jennifer Green and Ted Gutner, along with their respective marketing teams, were preparing for an important presentation meeting with CEO Henrik Mathison. During the meeting, the decision would be made on which creative concepts the US software company would use for that year's Super Bowl advertisements for FileAway and GoQuickly.com-Kickersoft's two most important cloud-based products. Green and Gutner were excited, but the...Starting at €8.20
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Iberostar: Wave of Change: A Family Business Face to Face With a Global Problem
de Ros, María del Mar; San Román, Elena; Prats, Mª JuliaCase E-223-EEntrepreneurshipDuring the World Travel Market (WTM), held on November 5 and 6 in London, the Wave of Change movement, promoted by Iberostar Group, received the highest award at the International Travel & Tourism Awards in the category, "Outstanding contribution to the travel & tourism industry" It also garnered the prestigious WTM World Responsible Tourism Award, for which it won the prize for "Best for reducing plastic waste" However, the company had not propo...Starting at €8.20
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INSITE: la simplificación del big data
Sendagorta, Paloma; Gallo, Iñigo; Jiang Wang, ÁngelaCase M-1384MarketingInsite es un programa de software de inteligencia comercial orientada al cliente desarrollado por una empresa de consultoría europea. La división de la península ibérica obtuvo malos resultados en 2020. Al director le preocupa especialmente el número de demos que se ofrecen a los clientes potenciales: las demos concedidas por el equipo de ventas han aumentado, mientras que las ventas han disminuido. La dirección debe replantearse el proceso de co...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
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INSITE: Simplified Big Data
Sendagorta, Paloma; Gallo, Iñigo; Jiang Wang, ÁngelaCase M-1384-EMarketingInsite is a customer business intelligence software developed by a European consulting company. The Iberia branch has had poor results during 2020. Of particular concern to the manager is the number of demos that are offered to potential clients: demos granted by the sales team have increased, while sales have decreased. Management has to review the process for granting demos. In particular, the case presents three such decisions: clients who are...Starting at €8.20
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Iberostar: ola de cambio: Una empresa familiar, que se enfrenta a un problema global, cara a cara
de Ros, María del Mar; San Román, Elena; Prats, Mª JuliaCase E-223EntrepreneurshipEn la World Travel Market (WTM), que se celebró los días 5 y 6 de noviembre del 2019 en Londres, el movimiento Ola de Cambio (Wave of Change [WOC]), impulsado por el Grupo Iberostar, recibió el máximo galardón de los International Travel & Tourism Awards en la categoría "outstanding contribution to the travel & tourism industry", así como en el prestigioso WTM World Responsible Tourism Award, donde le fue otorgado el premio por "best for reducing...Starting at €8.20