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From TV to Web: Content Strategies for Ads That Drive Online Sales
Teixeira, Thales S.Article ART-2643-EInnovation and Change, Knowledge and Communication, MarketingConsumers have become avid media multitaskers, moving seamlessly between their TVs and digital devices. Shorter TV commercials have reduced both the quantity and quality of consumer attention during prime-time viewing hours. In this new media environment, can TV advertising remain an effective means of promoting and selling products and services? In this article, the author draws upon his research to argue that TV advertising remains a powerful v...Starting at €8.20
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quedarse seguro en casa o tomar un riesgo en el exterior
Chu, MichaelArticle HBS-R1201PStrategyUna importante empresa de EE.UU. de alquiler con opción a compra sigue creciendo en la recesión, la apertura de su tienda número 1.000. El CEO, el hijo del fundador de la cadena, se pregunta si es el momento de llevar a la compañía global y aprovechar los mercados extranjeros de bajos recursos. historial internacional de la compañía ha sido mixtos: Se expandió con éxito en Canadá hace unos años, pero se vio obligado a cerrar una tienda en Puerto ...Starting at €8.20
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Digital Transformation at Brazilian Retailer Magazine Luiza (Spanish version)
Teixeira, Thales S.; Guissoni, Leandro; Veludo-de-Oliveira, Tania ModestoCase HBS-519S17Marketinggrow fast and be profitable. Should Trajano opt for more aggressive growth or proceed more conservatively?Starting at €8.20
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Growing from One Thousand to One Million Customers (Spanish version)
Teixeira, Thales S.; Brown, MorganCase HBS-518S08MarketingBy 2016, two-sided online platforms (or marketplaces) were pervasive among the highest growing internet startups around. These marketplaces sought to match suppliers of assets for rent, physical products or services with customers demanding them. Among the most notable two-sided platforms in terms of their tremendous early growth were Airbnb, Etsy and Uber. They offered short-term property rentals, handcrafted goods, and car rides, respectively. ...Starting at €8.20
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Segmenting the Base of the Pyramid
Rangan, V. Kasturi; Chu, Michael; Petkoski, DjordjijaArticle HBS-R1106J-EStrategyThe bottom of the economic pyramid is a risky place for business, but decent profits can be made there if companies link their financial success with their constituencies' well-being. To do that effectively, you must understand the nuances of people's daily lives, say Rangan and Chu, of Harvard Business School, and Petkoski, of the World Bank. Start by dividing the base of the pyramid into three segments according to people's earnings and related...Starting at €8.20
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Play It Safe at Home, or Take a Risk Abroad (Commentary for HBR Case Study)
Chu, MichaelArticle HBS-R1201Z-EA major U.S. rent-to-own company continues to grow in the recession, opening its 1000th store. The CEO, the son of the chain's founder, is wondering whether it's time to take the company global and tap into underserved foreign markets. The company's international track record has been mixed: It successfully expanded into Canada a few years back, but was forced to close a store in Puerto Rico after only a year. The more risk-averse CFO advises aga...Starting at €8.20
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Airbnb, Etsy, Uber: Growing from One Thousand to One Million Customers
Teixeira, Thales S.; Brown, MorganCase HBS-516108-EMarketingBy 2016, two-sided online platforms (or marketplaces) were pervasive among the highest growing internet startups around. These marketplaces sought to match suppliers of assets for rent, physical products or services with customers demanding them. Among the most notable two-sided platforms in terms of their tremendous early growth were Airbnb, Etsy and Uber. They offered short-term property rentals, handcrafted goods, and car rides, respectively. ...Starting at €8.20
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Selling on Amazon at Tower Paddle Boards
Teixeira, Thales S.; Lopez-Lengowski, DavidCase HBS-517047-EBy June 2012, Stephan Aarstol felt that he had successfully passed the first critical stage of his ecommerce business. As the founder and CEO of a standup paddleboard (SUP) business, he had built a strong relationship with Asian manufacturers, built a small warehouse and fulfillment center, designed an innovative line of inflatable SUPs, and built an ecommerce website that sold boards and accessories to consumers. After the rising trend in intere...Starting at €8.20
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Where to Grow Next at Online Marketplace OLX
Teixeira, Thales S.; Guissoni, Leandro; Dana, SamyCase HBS-519064-EMarketingThe CEO of OLX Brazil, an online classifieds platform business, is debating among multiple paths to grow sustainably (i.e., profitably) without the need for investor money. The options under consideration are: (1) penetration growth by focusing on the core, (2) new markets growth by entering adjacencies, or (3) new products growth by developing new services. Each of these options caries a series of benefits and risks. How should OLX's CEO compare...Starting at €8.20
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Digital Marketing Strategy, Course Overview Note
Teixeira, Thales S.Case HBS-514087-EMarketingDigital Marketing Strategy is the process by which firms employ, either partially or exclusively, digital tools, techniques, and tactics to create value for customers.Starting at €8.20