HBSP (USA)
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Digital Angel (Spanish Version)
Moon, Youngme; Herman, KerryCase HBS-502S41MarketingDigital Angel está considerando el plan de marketing adecuado para el lanzamiento de su nuevo dispositivo localizador. El dispositivo, un reloj y buscapersonas usados en combinación, proporciona información de ubicación GPS y monitores de frecuencia cardiaca y la temperatura corporal a través de sensores corporales. Los padres de los niños pequeños y los cuidadores de pacientes con Alzheimer son los primeros mercados de destino para el disposit...Starting at €8.20
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Marketing i-mode (Spanish version)
Moon, YoungmeCase HBS-504S02Marketingi-mode is a wireless Internet service offered in Japan by NTT DoCoMo. In just three years, the service has won over 30 million subscribers and achieved a 60% share of Japan's mobile Internet market, making it the most successful mobile data service in the world. It is now early 2002 and Keiichi Enoki, managing director of NTT DoCoMo's i-mode service, faces two challenges. On the domestic front, i-mode must fend off two strong competitors while ma...Starting at €8.20
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Inside Intel Inside (Spanish version)
Moon, Youngme; Darwall, ChristinaCase HBS-504S03MarketingIn early 2002, Pamela Pollace, vice president and director of Intel's worldwide marketing operations, is debating whether the company should extend its "Intel Inside" branding campaign to non-PC product categories, such as cell phones and PDAs. The "Intel Inside" campaign has been one of the most successful branding campaigns in history. However, the campaign is more than ten years old, and growth in the PC market appears to be stagnating. In con...Starting at €8.20
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Onsale, Inc. (Spanish Version)
Moon, YoungmeCase HBS-508S01MarketingLos eventos ha sido pionero en el comercio electrónico, ofreciendo un exceso de bienes y renovados utilizando un formato de subasta en línea. La compañía ahora está planeando convertirse en un jugador en el mundo altamente competitivo de la primera ejecución mercancía equipo también. Sin embargo, a diferencia de otros distribuidores informáticos cuyos modelos de negocio se basan en los márgenes brutos, el nuevo modelo Onsale se basa en la idea de...Starting at €8.20
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Alessi: Evolución de una Planta Italiana de Diseño (B)
Moon, Youngme; Dessain, Vincent; Sjoman, AndersCase HBS-508S10MarketingPara maximizar su eficacia, los casos de color deben imprimirse en color. Desde la década de 1970, el arquitecto y diseñador de renombre mundial, Alessandro Mendini, ha actuado como asesor y consejero de Alessi, el italiano fábrica de diseño de artículos para el hogar. Al discutir el papel de Mendini como director de arte, el caso presenta el lado artístico de Alessi, donde ambiciones de diseño tienen que equilibrarse con las consideraciones come...Starting at €5.74
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Publicidad Google
Moon, Youngme; Chen, DavidCase HBS-509S26Knowledge and CommunicationA mediados de 2006, Google es el buscador número uno en los Estados Unidos con el 99% de los ingresos derivados de sus sencillos, los servicios de publicidad de sólo texto. Que está en camino para llevar en aproximadamente $ 9.5 mil millones en ingresos por publicidad en 2006, lo que la colocaría en cuarto lugar entre las empresas de medios estadounidenses en la venta de anuncios en total, por delante de gigantes como NBC Universal y Time Warner....Starting at €8.20
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Design and Meanings: Innovating by Making Sense of Things--The Advantage of Design-Driven Innovation
Verganti, RobertoBook Chapter HBS-3680BC-EEvery product has a meaning. Yet many companies do not think about how meanings change or how to innovate meanings. They strive to understand how people currently give meaning to things--only to discover that this meaning has been suggested by a new product designed by a competitor. But like technologies, meanings may be subject to an R&D process. And the process through which a company can innovate product meanings is design. This chapter illust...Starting at €8.20
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Radical Pushes: Placing Design-Driven Innovation in the Strategy of a Firm
Verganti, RobertoBook Chapter HBS-3681BC-EMost analysts hold that the innovation strategy of firms consists of two domains: incremental and radical. According to these theories, radical innovation is the realm of technological breakthroughs. The meanings behind products are supposed to be part of the first domain: companies can understand them better only by scrutinizing user behavior and using the resulting insights to improve their products. In this chapter, however, noted innovation e...Starting at €8.20
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The Value and the Challenges: Why Companies Do or Do Not Invest in Design-Driven Innovation
Verganti, RobertoBook Chapter HBS-3683BC-EIn the current innovation race, products tend to survive for a very short time, and firms are unwilling to waste resources in constant redesign. Design-driven innovation, or radically altering the meanings of products and services, can produce innovations with a life cycle significantly longer than that of the competition. But how do you convince the right people to invest in design-driven innovation? In this chapter, noted innovation expert Robe...Starting at €8.20
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The Interpreters: Doing Research with the Design Discourse--Move Away from Users to Innovate with the Help of a Circle of External Research Partners
Verganti, RobertoBook Chapter HBS-3684BC-EEvery company would love to be the one that changes the paradigm, that radically redefines the meaning of things. Companies that master design-driven innovation have a distinct advantage over competitors because they repeatedly develop and release products or services that customers didn't even know they wanted, but now can't live without. Their innovations aren't flukes--these firms have a process and capabilities, built and led by entrepreneurs...Starting at €8.20