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Gestione las experiencias, no las esperas
Bitran, Gabriel R.; Ferrer, Juan Carlos; Rocha e Oliveira, PauloArticle ART-1451Marketing, Service and Operations ManagementA los directivos les preocupa que sus clientes vean la espera como un engorro. Pero tal vez reducir el tiempo de espera no sea lo más conveniente, ya que los clientes no le dan tanta importancia. A partir de un estudio que aplica la psicología del comportamiento y los principios tradicionales del marketing a las operaciones, los autores proponen un nuevo modelo para ayudar a los negocios a gestionar la espera. Ofrecen seis ideas prácticas que mej...Starting at €8.20
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Linkality's Call Center
Bitran, Gabriel R.; Mitchell, Jordan; Rocha e Oliveira, PauloCase M-1221-EMarketing, Service and Operations ManagementLinkality is the 8th largest Internet service provider (ISP) in the United States, with a subscriber base of approximately 3 million users. The case is focused on the management of Linkalitys call center, where approximately 85% of all contact with existing customers takes place. Hal Paden, VP of Operations, is looking for ways to reduce operating costs while at the same time improving service quality levels. Shelly Townsend, the call center ma...Starting at €8.20
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Ocado
Alvarez, Jose B.; Bell, David E.; McLoughlin, Damien P.Case HBS-516059-EMarketingIn 2015, U.K.-based Ocado was the world's largest pure player in the online home-delivery grocery business and was gaining a growing share of the highly competitive U.K. grocery market. Ocado had made heavy investments in technology, including a highly automated warehouse operation, intelligent software for efficient order delivery, and a customer-friendly online interface. Ocado's customer base had expanded beyond the wealthy to include middle-i...Starting at €8.20
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Nestl : Nutrition, Health, and Wellness
Bell, David E.; McLoughlin, Damien P.; Kindred, NatalieCase HBS-517052-EMarketingStarting at €8.20
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Exima Agro-Industrial Holdings
Bell, David E.; McLoughlin, Damien P.Case HBS-513062-EMarketingTo maximize their effectiveness, color cases should be printed in color.Starting at €8.20
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Kellogg Company/eighteen94 capital
Bell, David E.; McLoughlin, Damien P.; Kindred, NatalieCase HBS-518061-EMarketingWith 33,000 employees and revenues of $13 billion in 2016, Kellogg Company was the world's largest producer of branded packaged cereal and a leader in branded convenience foods. Founded in 1906 and based in Michigan, the company had a proud history of product and marketing innovation starting with its first product, Kellogg's Toasted Corn Flakes, which created the cold cereal category. In recent years, however, Kellogg's revenue had declined due ...Starting at €8.20
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Tesco Group Food, Teaching Note
Alvarez, Jose B.; McLoughlin, Damien P.; Shelman, MaryTeaching Note HBS-514102-EMarketingTeaching Note for Tesco Group Food, HBS No. 514022.Starting at €0.00
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Ocado Group: Ready for the Future
Alvarez, Jose B.; McLoughlin, Damien P.; Kindred, NatalieCase HBS-521061-EMarketingDescribes the outcome of Erik Peterson's meetings over the course of two days with a number of senior executives from the parent company. Students should have read the (A) and (B) cases. The (C) case may be assigned with the (D) case. A redisguised and updated version of earlier case 494-007.Starting at €8.20
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El centro de llamadas de Linkality
Bitran, Gabriel R.; Mitchell, Jordan; Rocha e Oliveira, PauloCase M-1221Marketing, Service and Operations ManagementLinkality ocupa el octavo lugar en el ranking estadounidense de proveedores de servicios de Internet (ISP), con una base de aproximadamente 3 millones de usuarios. El caso se centra en la dirección del centro de llamadas de Linkality, donde tiene lugar aproximadamente el 85% de todos los contactos con los usuarios. Hal Paden, vicepresidente de operaciones, tiene como objetivo buscar formas de reducir los costes operativos y al mismo tiempo mejora...Starting at €8.20
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Don't Manage Waits, Manage Experiences
Bitran, Gabriel R.; Ferrer, Juan Carlos; Rocha e Oliveira, PauloArticle ART-1451-EMarketing, Service and Operations ManagementManagers worry that their customers will perceive waiting as an annoyance, but simply reducing the wait time may not be the answer. Indeed, as the authors argue, that's an outdated solution less relevant for today's new breed of customer. Using research that blends behavioral psychology and traditional marketing principles with operations, the authors propose a new framework to help businesses make better decisions about wait management. They off...Starting at €8.20