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Six Ways Marketing Can Change the World
Jocz, Katherine E.; Quelch, John A.Article ART-1540-EMarketingThe erosion of public trust in politics is partly due to some bad practices for which marketing is frequently blamed. By exposing the principles underlying good marketing, the authors show how managers can practice marketing that benefits consumers and social institutions. Doing so could go a long way toward restoring a sense of citizenship and also help democracy flourish in the process.Starting at €8.20
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Burberry in 2014
Elberse, AnitaCase HBS-515054-EMarketingIn February 2014, Burberry's chief executive officer Angela Ahrendts is preparing to hand the reins of the English luxury fashion company to chief creative officer Christopher Bailey. Under Ahrendts and Bailey's partnership, in place since 2006, Burberry's revenues have tripled to more than two billion English pounds, and operating profits have more than doubled. Ahrendts has led Burberry to become a brand that once again stands for luxury and th...Starting at €8.20
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Vogue: Defining the Culture of Fashion
Elberse, Anita; Ferrer, Joseph; Gough, Elizabeth; Katsarou, VictoriaCase HBS-514036-EMarketingIn March 2013, Susan Plagemann, vice president and publisher of Vogue - widely regarded as the world's most influential fashion magazine, and publishing conglomerate Cond Nast's marquee title - is seeking answers to two questions. First, how she can best approach the intensely competitive advertising market in which some competitors in recent times have had two to three times the page growth that Vogue has had? Second, how should she utilize th...Starting at €8.20
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Colgate-Palmolive Company: Marketing Anti-Cavity Toothpaste
Quelch, John A.; Rodriguez, MargaretCase HBS-515050-EMarketingIn October 2013, Colgate-Palmolive Company, the world's leading oral care company, was about to launch its new Colgate Maximum Cavity Protection plus Sugar Acid Neutralizer toothpaste in Brazil. Oral care category accounted for 46 percent of Colgate's $17.4 billion sales worldwide in 2013. The new toothpaste was clinically proven to reduce and prevent cavities more effectively than toothpaste with the same level of fluoride alone. All maj...Starting at €8.20
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Pricing, Packaging, and Demand Forecasting for a New Weight-Loss Drug (Spanish version)
Quelch, John A.; Beckham, HeatherCase HBS-410S26MarketingWhen students have the English-language PDF of this Brief Case in a coursepack, they will also have the option to purchase an audio version. Metabical is a new weight loss drug from Cambridge Sciences Pharmaceuticals intended for moderately overweight individuals. In anticipation of final FDA approval, the senior director of marketing, Barbara Printup, prepares for the product launch and must make several critical decisions. First, she must selec...Starting at €8.20
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Digital Equipment Corp.: The Endpoint Model (A) (Spanish Version)
Garvin, David A.; Simpson, JanetCase HBS-605S11Service and Operations ManagementDescribe una estrategia de fabricación integral diseñado para reducir sustancialmente el tiempo de ciclo de órdenes (es decir, el tiempo entre la colocación de un pedido por un cliente y su entrega al cliente). Para poner en marcha la estrategia digital ha adoptado la fabricación de planificación de recursos (MRP II). El caso permite a los estudiantes para evaluar los pros y los contras de la estrategia que requiere una rápida información fluye y...Starting at €8.20
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Change Through Persuasion (Spanish version)
Garvin, David A.; Roberto, Michael A.Article HBS-R0502FLeadership and People ManagementThis article includes a one-page preview that quickly summarizes the key ideas and provides an overview of how the concepts work in practice along with suggestions for further reading. Faced with the need for a massive change, most managers respond predictably. They revamp the organization's strategy, shift around staff, and root out inefficiencies. They then wait patiently for performance to improve--only to be bitterly disappointed because they...Starting at €8.20
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Deber a usted invertir en la cola larga
Elberse, AnitaArticle HBS-R0807HMarketingLa estrategia exitosa es un acercamiento consagrado, sobre todo en los medios de comunicación y entretenimiento. Cuando el espacio es limitado en las tiendas y en los canales de distribución tradicionales, los productores tienden a concentrarse en unas pocas probabilidades más vendidos, con la esperanza de que uno o dos grandes éxitos llevarán el resto de sus listas. Pero el comercio minorista en línea y la digitalización de los bienes de informa...Starting at €8.20
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CIBA-GEIGY Pharmaceuticals: Pharma International (Spanish version)
Smith, N. Craig; Quelch, John A.Case HBS-519S11MarketingExamines the decision by Pharma International on whether to launch an antimalarial product in Nigeria and, if so, how that should be implemented. Involves commercial, ethical, and policy considerations. Rich in situation assessment data, the case refers to criticism of pharmaceutical marketing practices in the Third World and CIBA-GEIGY's Servipharm initiative, one response to this problem.Starting at €8.20
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From Concept to Production (A) (Spanish version)
Garvin, David A.; Field, Lee C.; Simpson, JanetCase HBS-606S20Service and Operations ManagementDescribes the evolution of the Boeing 767 from the conception of the project to the start of manufacturing. Shows how the company manages an enormously complex and risky project and introduces students to a variety of estimating and management tools. The decision issue involves the shift from three-person to two-person cockpits and whether rework should be done in-line (without removing planes from the flow of production) or off-line (after initi...Starting at €8.20