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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Netflix: liderando con una cultura corporativa única
Lee, Yih-Teen; Sastre Boquet, IsaacCase DPO-810Innovation and Change, Leadership and People ManagementA pesar de sus disruptivas peculiaridades - ausencia de políticas de aprobación de gasto o de vacaciones, feedback constante y visible por todos los miembros de la organización, y exigentes objetivos de rendimiento - la cultura de Netflix ha arrojado grandes resultados a lo largo de las décadas de los 2000 y los 2010. Efectivamente, durante este período Netflix se anticipó, incluso lideró, de forma exitosa muchas de las disrupciones que han afect...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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Jordi Viñolas: Recruitment for New Spin-Off (A)
Campos Capelastegui, Joseba; Lee, Yih-TeenCase DPO-133-ELeadership and People ManagementJordi Viñolas, General Manager of CEIT, had to find a specific person to start a new company. He had to clearly define the profile of the person, and select the candidates so as to make sure the new company could run smoothly. Information about the company, its products and the nature of its work are provided so that readers may help Jordi make the right decision.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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Netflix: Leading With a Unique Corporate Culture
Lee, Yih-Teen; Sastre Boquet, IsaacCase DPO-810-EInnovation and Change, Leadership and People ManagementDespite its disruptive peculiarities --no formal expenses or vacation policies, constant publicly visible feedback throughout the organization, and exacting performance targets-- Netflix's culture, throughout the 2000s and 2010s, yielded impressive results. Indeed, during this period, Netflix successfully anticipated, even pioneered, many of the disruptions impacting the media industry. What began as a movie rental service of physical media like ...Starting at €8.20
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Gaudí y la Sagrada Família: dirigir sin estar presente
Lee, Yih-Teen; Ribera, Alberto; Sastre Boquet, IsaacCase DPO-424Leadership and People ManagementEl caso explica la vida y el arte del conocido arquitecto Antoni Gaudí a partir de su obra más famosa, el aún inacabado Temple Expiatori de la Sagrada Família (Templo Expiatorio de la Sagrada Familia). El caso examina las influencias de su arte y su visión, el proceso de crecimiento y evolución del proyecto de la Sagrada Família y la continuación de la construcción del templo tras su muerte, hace casi un siglo. Este caso tiene el objetivo de deba...Starting at €8.20
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Gaudí and La Sagrada Familia: Leading Beyond Presence
Lee, Yih-Teen; Ribera, Alberto; Sastre Boquet, IsaacCase DPO-424-ELeadership and People ManagementThe case discusses the life and art of renowned architect Antoni Gaudí, focusing on his most famous work, the still unfinished Expiatory Temple of La Sagrada Família. The case examines the influences on his art and his vision, the process in which the project of La Sagrada Família grew and evolved, and how construction has proceeded after his death, nearly a century ago.Starting at €8.20