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Empoderados
Bernoff, Josh; Schadler, TedArticle HBS-R1007HLeadership and People ManagementDespués de su guitarra se rompió en un vuelo de United Air Lines y la aerolínea rechazó su reclamación por daños, músico Dave Carroll hizo el vídeo de YouTube "United Breaks Guitars", que más de 8 millones de personas han visto. Carroll está lejos de ser el único que tiene los medios de comunicación social empleado para fustigar una empresa de mal servicio al cliente. Por ejemplo, un popular blogger le aconsejó millones o más seguidores en Twitte...Starting at €8.20
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Tweeter etc. (Spanish version)
Gourville, John T.; Wu, GeorgeCase HBS-502S18MarketingIn the early 1990s, Tweeter etc., a small regional retailer of higher-end audio and video equipment, faced increasing competitive pricing pressures from several large regional and national consumer electronics chains. In response, in 1993, they introduced "Automatic Price Protection" (APP) as the cornerstone of a strategy to restore price credibility in the minds of consumers. Under APP, Tweeter monitored local newspaper ads and automatically mai...Starting at €8.20
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Ángeles y Demonios: La nueva forma de Best Buy para abordar a los clientes (B)
Elberse, Anita; Gourville, John T.; Narayandas, DasCase HBS-510S02MarketingComplementa el caso (A). Un resumen no está disponible para este producto.Starting at €5.74
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The London 2012 Olympic Games (Spanish version)
Gourville, John T.; Bertini, MarcoCase HBS-512S01MarketingIt's 2009 and Paul Williamson, Head of Ticketing, must finalize ticket prices for the 2012 London Olympic Games. Yet, there are many criteria to consider. First, given the importance of ticketing to the Games' bottom line, he has a strong incentive to maximize revenues. Second, because the entire world will be watching, he wants to maximize attendance-not just at the Opening Ceremony and swimming finals, which are easy sells, but also at events s...Starting at €8.20
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Barcelo Hotels and Resorts (A) (Spanish version)
Gourville, John T.; Bertini, MarcoCase HBS-512S05MarketingBarcelo Hotels and Resorts must decide whether to allow its many hotels to continue to undertake separate promotional campaigns or to run, for the first time, a broad corporate-level promotion. Complicating the decision is the fact that the many hotels in its portfolio vary greatly in their character, clientele, positioning, and locations.Starting at €8.20
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Pricing to Create Shared Value
Bertini, Marco; Gourville, John T.Article HBS-R1206F-EMarketingMany companies are in competition with their customers to extract as much value as possible from every transaction. Pricing is their weapon of choice, and consumers fight back by rooting out and disseminating pricing policies that seem unfair. The problem is that companies generally think of value as a pie that is rightfully theirs. But value is not fixed, and it neither originates with nor belongs solely to the firm. Without a willing customer, ...Starting at €8.20
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Time for a Unified Campaign (HBR Case Study)
Bertini, Marco; Gourville, John T.Article HBS-R1106X-EMarketingAlegre, a leading hotel group in Central and South America, is suffering under the troubled economy, and its newest property, the flagship Palma Cay in Cozumel, is hurting most. Beatriz Soto, Palma Cay's manager, has a plan to boost bookings, but she doesn't have the money to carry it out. Should corporate headquarters grant her additional funds, despite the company's traditionally decentralized operations? Or should Alegre think about launching ...Starting at €8.20
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Helping HEROes Innovate: How Your Company Can Surface Ideas and Encourage Employee-Driven Innovation
Bernoff, Josh; Schadler, TedBook Chapter HBS-7037BC-EInnovation in a business powered by employee HEROes-Highly Empowered and Resourceful Operatives-is about speed, collaboration, and systems for capturing the best ideas. In this chapter, authors Josh Bernoff-coauthor of "Groundswell"-and Ted Schadler explain how these three elements enable employee HEROes to find the others who can help them get things started quickly. Speed, collaboration, and idea-capturing systems contribute to both minor, "sus...Starting at €8.20
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Becoming HERO-Powered: Are You Ready to Allow Your Employees to Turn Social Technologies into Customer-Focused Innovation Machines
Bernoff, Josh; Schadler, TedBook Chapter HBS-7050BC-EThe concept of employee-driven innovation doesn't come up every day, and it doesn't affect every employee. But when it does come up, it can make a dramatic difference in how it feels to work at your company, because innovation-and the excitement that surrounds it-is in the air. So how can you tell if your company is on its way from being ordinary to becoming HERO-powered? In this chapter, authors Josh Bernoff-coauthor of "Groundswell"-and Ted Sch...Starting at €8.20
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Why the Groundswell-and Why Now: Social Technologies-A Call to Action for Your Business
Li, Charlene; Bernoff, JoshBook Chapter HBS-8338BC-EYour company's customers are talking about your brand right now, on Facebook and Twitter, probably in ways you haven't approved and wouldn't like. Your support representatives' conversations with customers will show up on YouTube, and so will your TV commercials, intercut with sarcastic commentary. This movement-the "groundswell"-comes from a thousand different sources and washes over traditional businesses like a flood. And while you can't stop ...Starting at €8.20