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Mavi: Fashioning a Path to Brand Growth
Avery, Jill; Yucaoglu, GamzeCase HBS-517075-EMarketingThis case examines the strategic choices and business model with regards to branding at Mavi, a leading Turkish apparel retailer. The case is presented from the perspective of the company CEO and its global brand director who is also part owner. In 2015, Mavi had sales of $419 million, up 20% from the previous year. Growth rates like these were becoming routine at Mavi. But, the path to growth was getting more challenging, and Turkven, Mavi's pri...Starting at €8.20
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Diageo and Mey Icki: Turkish Delight or Turkish Hangover, Teaching Note
Roscini, Dante; Yucaoglu, GamzeTeaching Note HBS-717020-EEconomicsTeaching Note for case 717005.Starting at €0.00
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Hillside Beach Club: Delivering the Ultimate Family Vacation in the Mediterranean
Lal, Rajiv; Yucaoglu, GamzeCase HBS-516110-EMarketingIn 2015, Edip Ilkbahar, HBC's founder and CEO, was looking over the plans for a new branch in Cyprus. Since the inception of the company by the Alarko Group of companies in 1994, Ilkbahar's company had enjoyed high occupancy, high guest satisfaction, and high return-visitor rates, not to mention increasing profits from HBC's single location in Fethiye, Turkey. Although branching out had been on the agenda for a couple of years, Ilkbahar was feeli...Starting at €8.20
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Mavi: Fashioning a Path to Brand Growth, Teaching Note
Avery, Jill; Yucaoglu, GamzeTeaching Note HBS-518094-EMarketingTeaching note for case 517075.Starting at €0.00
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HOPI: Turkey's Shopping Companion
Gupta, Sunil; Ngwe, Donald; Yucaoglu, GamzeCase HBS-519057-EMarketingThe case opens in 2017 as Onur Erbay, CEO of HOPI, a multi-vendor loyalty platform, is contemplating a critical decision. The case chronicles the origins of Boyner Group, the parent company of HOPI and a major retailer in Turkey, and development of retail and customer relationship management (CRM) in Turkey over the years. Before HOPI, Boyner Group retailers were unable to trace customers across the Group's brands form insights about customers' p...Starting at €8.20
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Diageo and Mey Icki: Turkish Delight or Turkish Hangover
Roscini, Dante; Yucaoglu, GamzeCase HBS-717005-EEconomicsIn September 2013, two years after its $2.1 billion acquisition of Mey Icki Sanayi ve Ticaret AS (Mey Icki), the principal spirits company in Turkey specializing in the local beverage raki, Diageo, the world's leading premium drinks company, was concerned about new legislation approved by the Turkish parliament prohibiting marketing and restricting the places and times at which alcoholic beverages could be sold. Diageo's Mey Icki investment in 20...Starting at €8.20
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Sales Force Management at Nobel Ilac
Chung, Doug J.; Yucaoglu, GamzeCase HBS-519067-EMarketing1) growth was not as high as desired; and 2) the sales force's voluntary turnover was very high. Given that the sales force was the only go-to-market channel, Nobel needed to do something to reduce employee turnover without affecting the positive trend in sales and profits. For many industries, personal selling is the primary and sometimes the only way that a firm can go to market. Hence, properly managing the sales force is a key to a firm's su...Starting at €8.20
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Turkey and Russia: Dangerous Liaisons
Abdelal, Rawi; Cekin, Esel; Kuzucu, Eren; Yucaoglu, GamzeCase HBS-717035-EEconomicswhether in light of the existing uncertainties companies operating in both countries can resume their investments and commercial activities, or should decisions be put on hold? What is the best strategy during such turbulent times? Can companies bet that a reunion would last?Starting at €8.20