HBSP (USA)
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Customer Lifetime Value Analysis (Spanish version)
Steenburgh, Thomas; Avery, JillCase HBS-519S01Marketingasset acquisition - attracting new customers to the firm, asset maximization - maximizing the value the firm extracts from each customer, and asset retention - retaining existing customers for the long term. The note gives students a foundation for analyzing marketing cases, as well as providing an analytical structure and process for completing a marketing plan. The note is accompanied by a free Excel worksheet which contains sample problems, p...Starting at €8.20
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The Indego Africa Project (Spanish Version)
McGinn, Kathleen L.; Gordon, RachelCase HBS-914S10Dos abogados jóvenes que se encuentran y comienzan a construir el Proyecto África Indego, una asociación de ONG con cooperativas de mujeres en Ruanda. Indego conecta las cooperativas en el mercado minorista internacional de productos artesanales hechos a mano, ayuda a las cooperativas construyen su capacidad de negocio, y desarrolla y ofrece formación en el aula en la vida y habilidades de negocio para los miembros de la cooperativa. En el moment...Starting at €8.20
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Storming into the U.S. Market (Spanish version)
Bartlett, Christopher A.; Gordon, Rachel; Lafkas, JohnCase HBS-918S10StrategyThe RoboTech case describes the challenges facing the CEO of a small, Singapore-based industrial robotics company that decides to diversify away from its core industrial robot business by leveraging its expertise into the medical-devices industry. It launches an innovative product (a specialized surgical robot) in an unfamiliar market segment (spinal surgery) and decides to enter the unfamiliar, distant U.S. healthcare market, which is characteri...Starting at €8.20
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Intrapreneurship within FLG, Inc. (Spanish version)
Garvin, David A.; Gordon, RachelCase HBS-918S11EntrepreneurshipThis case follows Jenica Fletcher as she rebuilds her company's guitar strings division from the ground up. Convinced that she could turn the division around if given complete independence from corporate headquarters, Fletcher relocated the group, rebranded it as Malenti Strings, repositioned the guitar strings as high-performance products, and transformed Malenti into a fast-growing, profitable business. The case traces Fletcher's key steps in...Starting at €8.20
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Inbound Marketing and Web 2.0 (Spanish version)
Steenburgh, Thomas; Avery, Jill; Dahod, NaseemCase HBS-510S08Marketingdeveloping market segmentation and targeting strategies to decide which customer to serve and which to turn away, configuring pricing strategies to align with the value delivery stream customers experience, and determining whether inbound marketing programs can generate enough scale or whether traditional outbound marketing methods need to be employed to accelerate growth.Starting at €8.20
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Clocky: The Runaway Alarm Clock, Teaching Note
Ofek, Elie; Avery, JillTeaching Note HBS-508022-EEntrepreneurshipTeaching Note to (507-016).Starting at €0.00
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Mavi: Fashioning a Path to Brand Growth
Avery, Jill; Yucaoglu, GamzeCase HBS-517075-EMarketingThis case examines the strategic choices and business model with regards to branding at Mavi, a leading Turkish apparel retailer. The case is presented from the perspective of the company CEO and its global brand director who is also part owner. In 2015, Mavi had sales of $419 million, up 20% from the previous year. Growth rates like these were becoming routine at Mavi. But, the path to growth was getting more challenging, and Turkven, Mavi's pri...Starting at €8.20
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Armarium: Luxury Fashion Brands for Rent
Avery, Jill; Fubini, David G.; Dossa, Natasha; Stewart, DevonCase HBS-518047-EMarketingArmarium, a two-sided online platform that offered consumers the opportunity to rent the most coveted, current season high fashion clothing and accessories from the top global luxury brands, had emerged from its first sales season with two distinct customer segments: the High Net Worth (HNW) woman and the High Earner, Not Rich Yet (HENRY) woman. As it began to scale its operations, it had to decide which customer segment was the more desirable ta...Starting at €8.20
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Predicting Consumer Tastes with Big Data at Gap, Teaching Note
Israeli, Ayelet; Avery, JillTeaching Note HBS-518053-EMarketingTeaching note for case 517115.Starting at €0.00
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Adeo Health Science: Turning a Product into a Brand
Keenan, Elizabeth A.; Avery, JillCase HBS-518065-EMarketingFor decades, American parents were warned to avoid introducing potential allergens to their babies prior to their first birthday. But two influential clinical studies caused the medical establishment to radically reverse their position. Parents were now warned that delaying the introduction of these types of foods increased a baby's risk of food allergies. Adeo Health Science was ready, with patents filed for a baby food that made it simple for p...Starting at €8.20