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Gould, Inc.: Graphics Division (Spanish version)
Sorenson, Ralph Z.; Wiechmann, Ulrich E.Case HBS-520S10MarketingDescribes the decision of a battery manufacturer to diversify into the computer field through acquisition and the development of a new product. Among the issues to be discussed are the company product fit, phases in new product introduction, product positioning, and distribution strategy.Starting at €8.20
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Mining Gold in Not-for-Profit Brands (Spanish version)
Quelch, John A.; Austin, James E.; Laidler, NathalieArticle HBS-F0404DMarketingNonprofits are putting hard numbers on the value of their brands, many of which consumers trust highly. Such organizations are hoping brand valuation will give them greater influence as they negotiate cobranding alliances with corporate partners.Starting at €8.20