IESE (España)
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Groupon: cambiar los hábitos de compra
Sieber, Sandra; Káganer, Evgeny; Al Turaigi, Tariq; Tatarinov, KatherineCase SI-187Innovation and Change, Knowledge and CommunicationEl meteórico ascenso de Groupon sin duda había sido excepcional, hasta el punto de que la revista Forbes lo había calificado como "el mayor crecimiento que una empresa ha experimentado jamás". Al lograr decenas de millones de usuarios desde 2008, muchos pensaron que Groupon iba a cambiar el modo en que consumíamos y disfrutábamos de nuestro tiempo libre. Sin embargo, el 2 de junio de 2011 la empresa lanzó una OPV y no todos quedaron tan impresion...Starting at €8.20
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Groupon: Changing Shopping as We Know It
Sieber, Sandra; Káganer, Evgeny; Al Turaigi, Tariq; Tatarinov, KatherineCase SI-187-EInnovation and Change, Knowledge and CommunicationGroupon's meteoric rise was nothing short of exceptional, and it was one that had Forbes Magazine calling it "the fastest growing company ever." Acquiring tens of millions of users since 2008 led many to believe that Groupon was about to change the way people consumed and enjoyed their free time. However, on June 2, 2011, the company filed for an IPO and not everyone was impressed. Many voices berated the business model and the high marketing cos...Starting at €8.20
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Vueling's Mobile Strategy Takes Flight
Zamora, Javier; Káganer, Evgeny; Tatarinov, Katherine; Oré, AndreuCase SI-193-EInformation Technologies, Innovation and Change, StrategyVueling Airlines announced in 2014 that a larger percentage of its IT budget would be spent on mobile applications than on the website. However, the revenue from mobile remained relatively small compared with that from the Web. In designing Vueling's future mobile strategy, the IT and online marketing managers face the dilemma of whether to prioritize sales or customer experience.Starting at €8.20
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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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La estrategia móvil de Vueling emprende el vuelo
Zamora, Javier; Káganer, Evgeny; Tatarinov, Katherine; Oré, AndreuCase SI-193Information Technologies, Innovation and Change, StrategyVueling Airlines anunció en 2014 que iba a asignar un porcentaje más amplio de su presupuesto de IT a las aplicaciones móviles que a la web. Ahora bien, los ingresos de la plataforma móvil seguían siendo relativamente bajos en comparación con los de la web. Al diseñar la futura estrategia móvil de Vueling, los directores de IT y de Marketing Online se enfrentan al dilema de si priorizar las ventas o la experiencia del cliente.Starting at €8.20
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Vueling's Mobile Strategy Takes Flight (Portuguese Version, Brazil)
Zamora, Javier; Káganer, Evgeny; Tatarinov, Katherine; Oré, AndreuCase SI-193-PBInformation Technologies, Innovation and Change, StrategyVueling Airlines announced in 2014 that a larger percentage of its IT budget would be spent on mobile applications than on the website. However, the revenue from mobile remained relatively small compared with that from the Web. In designing Vueling's future mobile strategy, the IT and online marketing managers face the dilemma of whether to prioritize sales or customer experience.Starting at €8.20
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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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From Blockbuster to Netflix: The Evolution of the Home Entertainment Industry
Valor Sabatier, Josep; Tatarinov, KatherineCase SI-201-EInformation Technologies, Innovation and Change, StrategyThis case describes the evolution of the home entertainment industry in the United States, focusing on its two main players in the period 2000-2017: Blockbuster and Netflix. It follows the growth and success of Blockbuster as the leader in the video rental segment, the challenge of Netflix with its mail-in option and Blockbuster's inability to respond. Finally, it closes with Netflix's transition from a physical DVD rental company to its current ...Starting at €8.20