IESE (España)
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Ferreiro, Lda.
Nueno, José Luis; Segarra, José Antonio; Benjumeda, AgustínCase M-1230MarketingDespués de quince años de presencia en los mercados exteriores que le suponen el 90% de la facturación, Ana Sousa, empresaria y fundadora de Ferreiro Lda., se plantea los nuevos retos de futuro en el competitivo mercado mundial del calzado. La diversificación del producto, la apertura de oficinas comerciales en el exterior, la integración hacia una cadena de tiendas, la opción industrial, los cambios en la organización y la preparación de su futu...Starting at €8.20
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Ferreiro, Lda.
Nueno, José Luis; Segarra, José Antonio; Benjumeda, AgustínCase M-1230-EMarketingAfter 15 years in foreign markets, which account for 90% of invoicing, Ana Sousa, businesswoman and founder of Ferreiro Lda., considers the challenges of the future in the competitive global footwear market. Product diversification, the opening of sales offices abroad, integration in a chain of stores, the industrial option, organizational changes, and preparing her future successor are just some of the issues that require her attention.Starting at €8.20
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Rituals: Enrich Your Life
Nueno, José Luis; del Castillo J.I.Case M-1176-EInformation Technologies, MarketingRituals, an innovative concept in the area of home and body cosmetics, was born within the European Home and Personal Care (HPC) division of Unilever. In 2003 the company faced several challenges as it prepared to roll out its brand to other European nations, reconsider its distribution channels or find financial resources or partners to boost growth. The case first describes the creative process behind the build-up of the Rituals brand and the c...Starting at €8.20