IESE (España)
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Manufacturas Riaño, S.A. (A)
Mata A.; Pin Arboledas, José RamónCase FH-327Leadership and People ManagementLa empresa contrata un nuevo director general. Éste no se aclara con el director de fábrica y contrata uno nuevo mediante un «head hunter». ¿Qué instrucciones le debería dar? ¿Qué consecuencias previsibles de choque tendrán el nuevo y el antiguo? ¿Cómo intentar resolverlas?Starting at €8.20
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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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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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Manufacturas Riaño, S.A. (B)
Mata A.; Pin Arboledas, José RamónCase FH-328Leadership and People ManagementLa empresa contrata un nuevo director general. Este no se aclara con el director de fábrica y contrata uno nuevo mediante un «head hunter». ¿Qué instrucciones le debería dar? ¿Qué consecuencias previsibles de choque tendrán el nuevo y el antiguo? ¿Cómo intentar resolverlas?Starting at €5.74
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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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Manufacturas Riaño, S.A. (C)
Mata A.; Pin Arboledas, José RamónCase FH-329Leadership and People ManagementLa empresa contrata un nuevo director general. Este no se aclara con el director de fábrica y contrata uno nuevo mediante un «head hunter». ¿Qué instrucciones le debería dar? ¿Qué consecuencias previsibles de choque tendrán el nuevo y el antiguo? ¿Cómo intentar resolverlas?Starting at €5.74
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Manufacturas Riaño, S.A. (C)
Mata A.; Pin Arboledas, José RamónCase FH-329-ELeadership and People ManagementThe company has hired a new managing director, who does not see eye to eye with the plant manager and hires a new one through a headhunter. What instructions should be given? What are the foreseeable consequences of the conflict between the old one and the new one? How can these problems be solved?Starting at €5.74
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Manufacturas Riaño, S.A. (B)
Mata A.; Pin Arboledas, José RamónCase FH-328-ELeadership and People ManagementThe company has hired a new managing director, who does not see eye to eye with the plant manager and hires a new one through a headhunter. What instructions should be given? What are the foreseeable consequences of the conflict between the old one and the new one? How can these problems be solved?Starting at €5.74
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Media Markt's Omnichannel Strategy (B)
Clemares, Fuencisla; Nueno, José LuisCase M-1348-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 €5.74