HBSP (USA)
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Tweeter etc. (Spanish version)
Gourville, John T.; Wu, GeorgeCase HBS-502S18MarketingIn the early 1990s, Tweeter etc., a small regional retailer of higher-end audio and video equipment, faced increasing competitive pricing pressures from several large regional and national consumer electronics chains. In response, in 1993, they introduced "Automatic Price Protection" (APP) as the cornerstone of a strategy to restore price credibility in the minds of consumers. Under APP, Tweeter monitored local newspaper ads and automatically mai...Starting at €8.20
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Ti-Tech (B)
Shapiro, Benson P.; Gourville, John T.Case HBS-508096-EMarketingThis case concerns the selection and scheduling of orders by a small industrial titanium fabricator that recently has been plagued by poor deliveries and a lack of capacity. At the time of the case, Ti-Tech must decide which of four orders to accept, with capacity making it impossible to accept all four. Each order represents a different mix of labor, revenues, and potential future work. The case forces the student to choose among the four orders...Starting at €5.74
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Hybrid Electric Vehicles: A 2011 Update
Gourville, John T.Case HBS-511125-EMarketingThis case is an addendum that updates HBS Case No. 502-025, "The Future of Hybrid Electric Cars." It covers the 10 years, 2001 to 2011.Starting at €8.20
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Biopure Corp. (Spanish version)
Gourville, John T.Case HBS-502S01MarketingIt is early 1998 and Biopure Corp., a small biopharmaceutical firm with no sales revenues in its ten-year history, has just received government approval to release Oxyglobin, a revolutionary new "blood substitute" designed to replace the need for donated animal blood in the veterinary market. A virtually identical product for the human market, Hemopure, is in the final stages of testing by Biopure and is expected to gain approval within one to tw...Starting at €8.20
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Cabot Pharmaceuticals, Inc. (Spanish version)
Cespedes, Frank V.; Gourville, John T.Case HBS-511S04MarketingTraces the 12-year career of a pharmaceutical salesperson, Bob Marsh, from recruitment to termination. Marsh has had an uneven career with Cabot Pharmaceuticals and eventually is asked to resign. Following his termination, a number of Marsh's former customers complain vigorously, and Cabot's vice president of sales is asked to investigate the matter and to decide what, if anything, to do about it. The case raises issues in aligning strategy and s...Starting at €8.20
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New York Life and Immediate Annuities
Rotemberg, Julio J.; Gourville, John T.Case HBS-510040-EMarketingBy positioning Immediate Annuities as "guaranteed lifetime income," New York Life has built itself a $1.4 billion per year business by 2009. However, to make Immediate Annuities a mainstream financial product for retirees, New York Life must understand why many retirees are reluctant to buy them and many agents are reluctant to sell them.Starting at €8.20
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Understanding the Psychology of New-Product Adoption (Spanish version)
Gourville, John T.Article HBS-R0606FMarketingeasy sells, sure failures, long hauls, and smash hits. Each has a different ratio of product improvement to change required from the consumer. Once businesses know where their products fit into this grid, they can manage the resistance to change. For some innovations, major behavior change is a given. In those cases, companies can either wait for consumers to warm to the product, make the improvement so great that buyers get past their apprehens...Starting at €8.20
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GolfLogix: la Medición del Juego de Golf
Gourville, John T.Case HBS-508S13EntrepreneurshipPara maximizar su eficacia, los casos de color deben imprimirse en color. GolfLogix ha desarrollado un pequeño dispositivo, basado en GPS para golfistas ayudar a seguir su juego. Deben decidir la mejor manera de distribuir estos dispositivos: 1) los venden directamente a los golfistas a través de canales de venta tradicionales; 2) los venden a los cursos, que luego les proporcionarían a los jugadores de golf como parte de su cuota verdes o para u...Starting at €8.20
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Ángeles y Demonios: La nueva forma de Best Buy para abordar a los clientes (A)
Elberse, Anita; Gourville, John T.; Narayandas, DasCase HBS-510S01MarketingEn noviembre de 2004, The Wall Street Journal informó que la electrónica de consumo minorista nuevo enfoque al cliente de Best Buy fue a rechazar los "diablos" entre sus clientes. La iniciativa "centrada en el cliente", que fue dirigido por el CEO de Best Buy Brad Anderson, se basó en un análisis de los historiales de compra de varios grupos de clientes. La idea central era para renovar las tiendas de acuerdo a los sectores más lucrativos de los ...Starting at €8.20
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New York Life and Immediate Annuities, Teaching Note
Gourville, John T.; Rotemberg, Julio J.Teaching Note HBS-510094-EMarketingTeaching Note for [510040].Starting at €0.00