IESE (España)
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Lara Castro (B)
García, Pilar; Cardona Soriano, PabloCase DPO-23Leadership and People ManagementLara Castro, joven directiva de una empresa de telecomunicaciones, comienza un proceso de «coaching» con el fin de mejorar sus competencias directivas. El caso muestra el plan de mejora diseñado conjuntamente por Lara y su «coach», y los avatares que rodean su puesta en marcha.Starting at €5.74
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The Challenge of Multichannel Marketing Management
Clemares, Fuencisla; Nueno, José LuisCase M-1346-EMarketing, StrategyIt had been five years since Jordi Catalá, the founder and CEO of Sleeping (a manufacturer and distributor of sleep-related products and bedding), had launched his company's online channel. E-commerce now accounted for 10% of total sales and was about to reach breakeven in terms of the income statement. Tension between the traditional and online marketing teams was high, and Jordi felt like they were unable to work together and take advantage of ...Starting at €8.20
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El reto de la gestión de marketing multicanal
Clemares, Fuencisla; Nueno, José LuisCase M-1346Marketing, StrategyJordi Catalá, fundador y director general de Sleeping (fabricante y distribuidor de productos de descanso y ropa de cama), había lanzado un canal de venta online hacía ya 5 años. El e commerce representaba el 10% de la actividad total de la compañía y estaba cerca de alcanzar el punto de equilibrio en términos de cuenta de resultados. La tensión entre los equipos de Marketing que lanzaban campañas tradicionales y los del canal online era cada vez...Starting at €8.20
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Cofil, S.A. (C)
Cardona Soriano, Pablo; Chinchilla, NuriaCase FH-640Leadership and People ManagementEl Director General de Cofil, S.A. se ve desbordado por sus actividades directivas y contrata a un consultor externo para ayudarle a aliviar su carga de trabajo.Starting at €5.74
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Estrategia omnicanal de Media Markt (A)
Clemares, Fuencisla; Nueno, José LuisCase M-1347Marketing, Service and Operations Management, StrategyEl lanzamiento del canal online obligó a Media Markt a replantearse su política de precios y su estrategia promocional. En el mundo digital, los distribuidores tradicionales competían también con pure players del ámbito online de bajo coste que utilizaban estrategias de precios muy agresivas, por lo que, para ser competitivo, el canal online requería aplicar una estrategia de bajo margen y precios bajos. El consumidor era multicanal, y se moví...Starting at €8.20
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Media Markt's Omnichannel Strategy (A)
Clemares, Fuencisla; Nueno, José LuisCase M-1347-EMarketing, Service and Operations Management, StrategyThe launch of its online channel made Media Markt reconsider its pricing policy and promotional strategy. In the digital world, traditional distributors also competed with purely online low-cost players with very aggressive pricing strategies. In order to be competitive, the online channel required a strategy of low margins and low prices. The challenge was that consumers were multichannel and constantly moved back and forth between the website a...Starting at €8.20
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Buena Visión España (A)
Cardona Soriano, PabloCase FH-686-ELeadership and People ManagementThis case examines the process of organizational and cultural change undertaken at Buena Visión, a subsidiary of the Alda Gehring Corporation, which manufactured and sold optical healthcare products. The aim of the reforms, which fell within a program undertaken by Alda Gehring called Vision 2000, was to optimize business processes and reduce response times to changes in the environment by decentralizing management and promoting a style of manage...Starting at €8.20
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Inyecsa
Cardona Soriano, PabloCase FH-635-ELeadership and People ManagementA new factory manager is required to substantially and rapidly improve productivity and quality. To improve one of the sections that has been most reluctant to accept any changes, he promotes a shopfloor worker to the rank of team leader. The new team leader enforces the plant manager's guidlines very strictly. Following a confrontation between the team leader and a subordinate, the workers write a letter to the works committee demanding that the...Starting at €8.20
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Lara Castro (B)
García, Pilar; Cardona Soriano, PabloCase DPO-23-ELeadership and People ManagementLara Castro, a young manager at a telecommunications company, began a coaching process hoping to improve her managerial skills. The case details the improvement plan developed jointly by Lara and her coach and the vicissitudes surrounding its implementation.Starting at €5.74
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Lara Castro (A): A Coaching Process
García, Pilar; Cardona Soriano, PabloCase DPO-22-ELeadership and People ManagementThe case illustrates the professional and personal development process of a young manager with excellent technical training but little background in people management.Starting at €8.20