IESE (España)
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Alcatel-Lucent: Marketing the Cell Phone as a Mobile Wallet
Camacho, Nuno; Verniers, Isabel; García Pont, Carlos; Stremersch, StefanCase M-1279-EInformation Technologies, Innovation and Change, MarketingAlcatel-Lucent (ALU) was gearing up for the launch of a new business: mobile payment services. Mobile payment involves cash transactions between consumers and merchants or between consumers using their mobile phones. The emergence of a new technology in which ALU had strong expertise - near-filed communication (NFC) - represented a huge opportunity, as analysts expected the market for mobile payments to explode in the coming years. But to avoid p...Starting at €8.20
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Hugo Boss: Sustainable premium fashion
Sachon, Marc; Sáez de Tejada Cuenca, AnnaCase OIT-28-EInformation Technologies, Service and Operations ManagementThe case describes the supply chain of the Hugo Boss Group, a premium fashion company, in 2023. The company is implementing its "CLAIM5" strategy, which includes ambitious ESG goals as well as double-digit growth targets. In 2023, the company is on track to meet these goals. An MBA student intern is tasked with analyzing the company's supply chain and developing ideas on how to increase traceability and sustainability while leveraging digital cap...Starting at €8.20