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Santander-Serfín: Revitalizing the Payment Systems Business
Díez J.; Villanueva, Julian; Nueno, José LuisCase M-1190-EMarketingIn June 2001, Ramón Tellaeche, director of products and marketing at Banco Santander Serfín in Mexico, was considering the commercial strategy which the means of payments division should follow over the following months in order to achieve its ambitious commercial objectives. Marcial Portela, general manager of Grupo Santander's Americas Division, had set the objective of doubling the credit card market share in a year and a half, and capturing 2...Starting at €8.20
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The Shubert Organization: The Show Must Go On (condensed)
Beech, María Alejandra; Villanueva, Julian; González, JorgeCase M-1240-EMarketingIn January 2009, Bob Wankel sat in his office at the historic Sardi's building on 44th Street, New York, as he considered the challenges ahead: several Broadway shows were closing, and a severe economic downturn threatened future productions. Many were calling for changes in the theater industry, and the Shubert Organization (where Mr. Wankel had worked for 33 years) had recently lost its Chairman, Gerald Schoenfeld. As the firm's new President a...Starting at €8.20
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Beyond Meat: Changing Customer Behaviour in Food Consumption
Chris Laszlo; Katherine Gullett; Peter Rezk; Nilesh RautCase IVEY-9B19A053-EEntrepreneurship, MarketingIn 2014, the founder and chief executive officer of Beyond Meat, Ethan Brown, reflected on the question that had led him to start the company: “How difficult can it be to change what you eat for dinner?” The small start up based in Los Angeles, California, had faced considerable challenges in changing customer perceptions and attitudes since it was founded in 2009. Its intention was to address both health and environmental problems related to mea...Starting at €8.20
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Pyramyd Air: Looking through the Scope of Values
Chris Laszlo; Katherine GullettCase IVEY-9B13C038-ELeadership and People ManagementPyramyd Air, a small and growing online airgun retailer serving the shooting community, wants to broaden its sustainability practices from its current internal initiatives in order to communicate an even stronger value proposition: sustainability isn’t just about recycling and efficiency, it is about a thriving environment leading to more engaged employees and more loyal premium customers. Though the airgun industry is not by its nature built on ...Starting at €8.20
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Santander-Serfín: Revitalizing the Payment Systems Business (Portuguese Version, Brazil)
Díez J.; Villanueva, Julian; Nueno, José LuisCase M-1190-PBMarketingIn June 2001, Ramón Tellaeche, director of products and marketing at Banco Santander Serfín in Mexico, was considering the commercial strategy which the means of payments division should follow over the following months in order to achieve its ambitious commercial objectives. Marcial Portela, general manager of Grupo Santander's Americas Division, had set the objective of doubling the credit card market share in a year and a half, and capturing 2...Starting at €8.20
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Professionalizing the Sales Force at The Veteran Tree
Villanueva, JulianCase M-1391-EEntrepreneurship, Leadership and People Management, MarketingIn March 2022, Jim Heisser, MD and founder of The Veteran Tree Co, was reflecting on the strong results his company had achieved in recent years. The historical growth in sales and profitability were something to be proud of and-after 2020 which was a disastrous year for the sector due to the pandemic-the company had returned to strong growth in 2021. Jim felt that what started as a small operation with humble goals was now becoming very big. Big...Starting at €8.20
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La profesionalización de la red de ventas en The Veteran Tree
Villanueva, JulianCase M-1391Entrepreneurship, Leadership and People Management, MarketingEn marzo de 2022, Jim Heisser, director ejecutivo y fundador de The Veteran Tree Co, estaba reflexionando sobre los buenos resultados que su compañía había alcanzado en los últimos años. El crecimiento histórico en ventas y la rentabilidad eran algo de lo que estar orgulloso, y, tras el desastroso año 2020 para el sector (debido a la pandemia), en 2021 la compañía había vuelto a crecer fuertemente. Jim sentía que lo que había empezado como una pe...Starting at €8.20
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Mixing Music and Math (Spanish version)
Elberse, Anita; Eliashberg, Jehoshua; Villanueva, JulianCase HBS-506S18MarketingIn 2003, Mike McCready, CEO of Barcelona-based Polyphonic HMI, was preparing to launch an artificial intelligence tool that could create significant value for music businesses. The technology, referred to as Hit Song Science (HSS), analyzed the mathematical characteristics of music and compared them to characteristics of past music hits, making it possible to determine a new song's hit potential. McCready must decide on a target market--record co...Starting at €8.20
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Refreshing the Orbed Private Label
Villanueva, Julian; Nueno, José Luis; Soldado, PilarCase M-1345-EMarketingFor several weeks Daryl had been spending a lot of time preparing a presentation he would make to the company's executive committee. In the presentation, he would have to make a recommendation on the repositioning of Orbed's store-brand soft drinks. The next day, he had to talk his proposal over with Richard Balmori, the director of the store-brand department, and Joe Rod, Orbed's commercial director. A few months earlier, Sandfer, a British supp...Starting at €8.20
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Refrescando la marca propia en Orbed
Villanueva, Julian; Nueno, José Luis; Soldado, PilarCase M-1345MarketingDaryl Board llevaba varias semanas dedicando mucho tiempo a preparar la presentación que realizaría ante el comité de dirección de la compañía. En dicha presentación, debía proponer sus recomendaciones acerca del necesario reposicionamiento del refresco de la marca Orbed. Al día siguiente, discutiría su propuesta con Richard Balmori, director del Departamento de Marcas Propias, y con Joe Rod, director comercial. Unos meses antes, Sandfer, una emp...Starting at €8.20