Default Category
-
El difícil arte de regular el uso de las redes
Káganer, Evgeny; Vaast, EmmanuelleArticle ART-1967Information Technologies, MarketingLas organizaciones suelen regular el uso de los medios sociales por parte de sus empleados mediante políticas formales. Este artículo se basa en un estudio que analiza las de 40 organizaciones de distintos sectores y países en relación a una amplia variedad de herramientas y usos de los medios sociales. Los autores identifican 18 temas recurrentes, que pueden clasificarse en tres categorías: los que abordan la reducción de riesgos, los que establ...Starting at €8.20
-
Paydiant
Alvarez, Jose B.; Williamson, Elizabeth C.; Weber, JamesCase HBS-511065-EMarketingTo maximize their effectiveness, color cases should be printed in color. Kevin Laracey, founder of Paydiant, needed to figure out how to launch a payment processing company with a new technology based on smart phones. Consumers had increasingly turned to electronic payment methods such as credit cards and debit cards to make purchases. Retailers, however, felt that major credit and debit card issuers had too much market power which was leading to...Starting at €8.20
-
Pfizer and AstraZeneca: Marketing an Acquisition (B)
Quelch, John A.; Weber, JamesCase HBS-515008-EMarketingThis (B) case provides a brief description of the outcome of the (A) case.Starting at €5.74
-
Converting Old Policies Into New Value
Káganer, Evgeny; Vaast, EmmanuelleArticle ART-1967-EInformation Technologies, MarketingFirms that have social media on the radar most often use formal policies to guide their use in the workplace. This article is based on a study of 40 companies from a variety of industries, sectors and geographies, analyzing comprehensive policy documents that cover a wide range of social media tools and uses. The authors identify 18 recurring policy themes, which can be classified into three general categories: those dealing with risk mitigation;...Starting at €8.20
-
Merrill Lynch: Opción Integrada (abreviado)
McFarlan, F. Warren; Weber, JamesCase HBS-304S26MarketingMerrill Lynch, una firma de corretaje de servicio completo con $ 1,5 billones en activos de clientes, está siendo atacada por tanto de descuento y las firmas de corretaje electrónico. Responde con Integrado Choice, una suite de productos diseñados para clientes de captura, desde el do-it-yourself inversor que no quieren usar un intermediario para los clientes que quieren confiar plenamente en un corredor. La estrategia es de alto riesgo y requier...Starting at €8.20
-
Redes sociales: únete a la conversación
Armelini, Guillermo; Káganer, Evgeny; Soumitra, Dutta; Vaast, Emmanuelle; Vaccaro, Antonino; Villanueva Galobart, JuliánDossier DOS-9Business Ethics and Corporate Social Responsibility, Information Technologies, Marketing, StrategyEmpleados, clientes y competidores ya están hablando en las redes. ¿Qué se puede hacer para no quedarse fuera de juego?Starting at €15.00
-
Social Media: Are You in the Conversation?
Armelini, Guillermo; Káganer, Evgeny; Soumitra, Dutta; Vaast, Emmanuelle; Vaccaro, Antonino; Villanueva, JulianDossier DOS-9-EBusiness Ethics and Corporate Social Responsibility, Information Technologies, Marketing, StrategyThese are the issues you need to be discussing - because your customers and competitors are already talking.Starting at €15.00
-
Pearson: Efficacy 2.0
Ofek, Elie; Bertini, Marco; Koenigsberg, Oded; Weber, JamesCase HBS-521012-EMarketingPearson, that billed itself as the "world's learning company," faced a host of critical decisions in mid-2020. Several years prior, it had embarked on a new path that put the learner at the heart of the business and committed to a new strategic orientation. The new approach, under the heading of "efficacy," was meant to ensure that products and services were developed with measurable outcomes that mattered to learners in mind; and such offerings ...Starting at €8.20
-
Pfizer and AstraZeneca: Marketing an Acquisition (A)
Quelch, John A.; Weber, JamesCase HBS-515007-EMarketingIn 2014, Pfizer proposed a friendly acquisition of AstraZeneca, but the AstraZeneca board resisted over price and strategy concerns. Was this good for pharmaceutical consumers? Pfizer, like pharmaceutical companies in general, faced difficulties in growing sales due to the challenges of developing new drugs. Over the previous decade or more, Pfizer had pursued acquisitions as a way to acquire new drugs, increase sales, and to reduce costs by comb...Starting at €8.20