Default Category
-
Preserve the Luxury or Extend the Brand (HBR Case Study)
Beyersdorfer, Daniela; Dessain, VincentArticle HBS-R1101X-EMarketingMany luxury brands are able to command high prices because of their excellent quality, solid reputation, and limited availability. But it can be tricky both to maintain that cachet and continue to grow if the next generation of consumers is completely priced out of your market. Fictional winemaker Chateau de Vallois, a traditional estate with centuries of experience in producing luxury wines, faces that dilemma and is now considering whether to l...Starting at €8.20
-
Preserve the Luxury or Extend the Brand (Commentary for HBR Case Study)
Beyersdorfer, Daniela; Dessain, VincentArticle HBS-R1101Z-EMarketingMany luxury brands are able to command high prices because of their excellent quality, solid reputation, and limited availability. But it can be tricky both to maintain that cachet and continue to grow if the next generation of consumers is completely priced out of your market. Fictional winemaker Chateau de Vallois, a traditional estate with centuries of experience in producing luxury wines, faces that dilemma and is now considering whether to l...Starting at €8.20
-
¿Está preparado para la co-creación?
Ramaswamy, VenkatArticle ART-1535MarketingLa gran multitud de redes sociales actuales, desde Facebook a YouTube o los blogs, da fe del nuevo paradigma conocido como "co-creación", que el autor de este artículo definió hace algunos años y que, a su juicio, va a imponerse en todo el mundo. La co-creación es el proceso por el que las empresas y sus grupos de interés desarrollan conjuntamente productos, servicios y experiencias abriendo todo un nuevo universo de valor. Aunque cada vez...Starting at €8.20
-
Are You Ready for the Co-Creation Movement?
Ramaswamy, VenkatArticle ART-1535-EMarketingThe plethora of social networking tools available today, from Facebook to YouTube to blogs, attests to the new paradigm known as co-creation, which the author first described several years ago and now says is poised to take the world by storm. Co-creation is the process by which products, services and experiences are developed jointly by companies and their stakeholders, opening up a whole new world of value. Though increasingly being employed ...Starting at €8.20
-
Preserve the Luxury or Extend the Brand (HBR Case Study and Commentary) (Spanish version)
Beyersdorfer, Daniela; Dessain, VincentArticle HBS-R1101RMarketingcase study-only, reprint R1101X, and commentary-only, reprint R1101Z.Starting at €8.20
-
Preserve the Luxury or Extend the Brand? (HBR Case Study and Commentary)
Beyersdorfer, Daniela; Dessain, VincentArticle HBS-R1101R-EMarketingMany luxury brands are able to command high prices because of their excellent quality, solid reputation, and limited availability. But it can be tricky both to maintain that cachet and continue to grow if the next generation of consumers is completely priced out of your market. Fictional winemaker Chateau de Vallois, a traditional estate with centuries of experience in producing luxury wines, faces that dilemma and is now considering whether to l...Starting at €8.20