Default Category
-
The Tata Nano: What Went Wrong
Arpita Agnihotri; Saurabh BhattacharyaCase IVEY-9B15A053-EMarketing, StrategyIn 2009, the Tata Nano entered the Guinness Book of World Records as the lowest priced car in the world. It was predicted that with the Nano, the Indian car market would expand by 65 per cent. But despite the car’s initial popularity, the final demand for it was low. By 2012, the Nano plant was operating at only 25 per cent of its capacity, and by 2014, Nano production was limited to only three days per week. After introducing the Nano Twist and ...Starting at €8.20
-
Vazirani Shul: India's First Electric Hypercar
Arpita Agnihotri; Saurabh BhattacharyaCase IVEY-9B19A033-EEntrepreneurship, Marketing, StrategyVazirani Automotive Pvt. Ltd. debuted its first electric hypercar, the Vazirani Shul, in July 2018 at the Goodwood Festival of Speed in West Sussex, England. The Shul was promoted as the first electric hypercar from India; however, although the company waStarting at €8.20
-
SpaceX: Starlink’s Uncertain Demand Trajectory - Teaching Note
Arpita Agnihotri; Saurabh BhattacharyaTeaching Note IVEY-8B21A004-EMarketingTeaching note for product 9B21A004.Starting at €0.00
-
Maximizing Revenues in the Minor Leagues (Spanish version)
Cespedes, Frank V.; Winig, Laura; Lovelock, Christopher H.Case HBS-209S22MarketingWhen students have the English-language PDF of this Brief Case in a coursepack, they will also have the option to purchase an audio version. The marketing director of a new minor-league baseball team must design, conduct, and then interpret survey research to determine optimal ticket pricing that will yield large attendance figures and contribute to the owner's goal of breaking even in the first year of play. The pricing assignment becomes more c...Starting at €8.20
-
Charles Schwab & Co., Inc.: The
Quelch, John A.; Winig, LauraCase HBS-507005-EMarketingSchwab management is evaluating the success of the recently launched "Talk to Chuck" advertising campaign. This campaign aims to differentiate Schwab in the cluttered financial services marketplace. Test market results facilitate discussion of advertising objectives, message strategy, media selection, and performance measures. This case is accompanied by a Video Short that can be shown in class or included in a digital coursepack. Instructors sh...Starting at €8.20
-
Corona Beer: Ambiguous Brand Association during the Coronavirus Pandemic
Arpita Agnihotri; Saurabh BhattacharyaCase IVEY-9B20A063-EMarketingIn early 2020, during the COVID-19 coronavirus pandemic, Google Trends data revealed a surge in the use of the search terms “Corona beer virus” and “beer virus” by users of the Google search engine. A survey conducted around that time also seemed to suggest that consumers were less likely to buy Corona beer, which led various major media outlets to misrepresent the accuracy of the findings regarding consumer beliefs about the association between ...Starting at €8.20
-
Goya Foods, Inc.: Boycott or Buycott Due to the CEO's Political Stance - Teaching Note
Arpita Agnihotri; Saurabh BhattacharyaTeaching Note IVEY-8B20A081-EMarketingTeaching note for product 9B20A081.Starting at €0.00
-
Kanopy LLC: Growth Challenges of an Educational Video Streaming Company
Arpita Agnihotri; Saurabh BhattacharyaCase IVEY-9B20A078-EEntrepreneurship, MarketingKanopy LLC (Kanopy) was a video streaming platform that hosted independent and documentary films for educative purposes. Founded in 2008, Kanopy had rapidly expanded to several countries. By 2017, it had more than 3,000 college libraries and several publiStarting at €8.20
-
Cipla (Spanish version)
Deshpande, Rohit; Winig, LauraCase HBS-520S15MarketingThe head of Cipla, a $325-million-dollar Indian pharmaceutical company and seller of low-cost AIDS drugs to South Africa, must decide what to do about Cipla's future. With India poised to enforce international patents in only two years, much of Cipla's product line could become unsaleable (given that it is based on product patents protected in industrialized countries). Describes Cipla's role in forcing global pharmaceutical companies to lower th...Starting at €8.20
-
Wir Schaffen Das: Angela Merkel and Germany's Response to the Refugee Crisis in Europe
Rosenbach, Eric Brien; Winig, LauraCase HBS-KS1340-EKnowledge and CommunicationOn August 24, 2015, Angela Merkel, chancellor of Germany, and Francois Hollande, president of France, met in Berlin to discuss solutions to what had become known as the European refugee crisis. The vast influx of refugees was the result of thousands fromStarting at €8.20