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Didi Chuxing: Branding Safety and Security in an Emerging Hi-Tech Industry
Francine Schlosser; Marcia Carvalho de Azevedo; Anna Bento CostaCase IVEY-9B20A050-EEntrepreneurship, Marketing, StrategyIn 2019, the president of China’s ride share company Didi Chuxing Technology Co. (Didi) faced various challenges associated with marketing and communications in a high-risk disruptive technology. As one of few female global corporate leaders, she was a roStarting at €8.20
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Rosewood Hotels and Resorts: Branding to Increase Customer Profitability and Lifetime Value, Teaching Note
Dev, Chekitan S.; Stroock, Laure MougeotTeaching Note HBS-2088-EMarketingTeaching Note to (2087). There is a Customer Lifetime Value tool designed to accompany the case. There is no charge to you to use this online tool with your students--it is included with the purchase of the case. If you wish to review it or provide it to your students use this web address: http://hbsp.harvard.edu/multimedia/flashtools/cltv/index.htmlStarting at €0.00
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The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture
Avery, Jill; Dev, Chekitan S.; Stroock, Laure MougeotCase HBS-518081-EMarketingIn September 2016, Marriott completed its $13.3 billion acquisition of Starwood Hotels & Resorts, which added 11 brands to its already robust 19 hotel brand portfolio. Tina Edmundson, Marriott's global brand officer, was charged with making sense of the brand portfolio and designing a strategy that would clearly differentiate each brand from the others and a brand architecture system to communicate to consumers how to navigate among them. She wou...Starting at €8.20
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Didi Chuxing: Branding Safety and Security in an Emerging Hi-Tech Industry - Teaching Note
Francine Schlosser; Marcia Carvalho de Azevedo; Anna Bento CostaTeaching Note IVEY-8B20A050-EMarketingTeaching note for product 9B20A050.Starting at €0.00
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Branding to Increase Customer Profitability and Lifetime Value (Spanish version)
Dev, Chekitan S.; Stroock, Laure MougeotCase HBS-210S10MarketingWhen students have the English-language PDF of this Brief Case in a coursepack, they will also have the option to purchase an audio version. Rosewood Hotels & Resorts, a small luxury private hotel management firm running a collection of 12 individually branded hotels and resorts in multiple countries, was wondering how to foster customer retention and loyalty and capture the maximum value from its 115,000 guests. Rosewood had always allowed each ...Starting at €8.20
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Families First: Leveraging Technology to Build Customer Relationships - Teaching Note
Francine Schlosser; Shaminder Kaur Wahid; Marcia Carvalho de AzevedoTeaching Note IVEY-8B21A025-EKnowledge and Communication, MarketingTeaching note for product 9B21A025.Starting at €0.00
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Rosewood Hotels and Resorts: Branding to Increase Customer Profitability and Lifetime Value
Dev, Chekitan S.; Stroock, Laure MougeotCase HBS-2087-EMarketingWhen students have the English-language PDF of this Brief Case in a coursepack, they will also have the option to purchase an audio version. Rosewood Hotels & Resorts, a small luxury private hotel management firm running a collection of 12 individually brStarting at €8.20