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Coca Cola España: Branding 2.0
Villanueva, Julian; Ziskind, Julie Michelle; Armelini, GuillermoCase M-1269Knowledge and Communication, MarketingEl caso analiza el uso que Coca-Cola España hace de los medios de comunicación social y de la Web 2.0 para llegar a un público que ya no sintoniza con los medios de comunicación de masas. También trata el desarrollo actual del marketing online y las similitudes y diferencias que existen entre diversas plataformas de medios sociales.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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Ecocitex: ¿tenemos negocio?
Armelini, Guillermo; Yankovic, NataliaCase ESE-DC-C-ES-22-410Service and Operations ManagementEcocitex – economía circular textil – nacía en Santiago de Chile en enero de 2020 como una alternativa para disminuir el desecho textil del país. La buena acogida de los círculos especializados en innovación sustentable les había dado creciente visibilidad. Sin embargo, aún no conseguían que las empresas que necesitaban descartar responsablemente residuos textiles estuvieran dispuestas a pagar el costo de su transformación.Starting at €8.20
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Acquiring the First Thousand Customers (Spanish version)
Teixeira, Thales S.; Brown, MorganCase HBS-518S15MarketingBy 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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Freemium Pricing at Dropbox (Spanish version)
Teixeira, Thales S.; Watkins, Elizabeth AnneCase HBS-518S24MarketingOnline storage company Dropbox provided remote-storage over the internet of any type of computer file, along with file sharing, synchronization and backup. Using a freemium pricing strategy whereby a basic service was free-of-charge and a premium service was paid, Dropbox grew into a business with 200 million users. But only an estimated 1.6 to 4.0% of its users provided any revenue to the company. This case examines how Dropbox used freemium pri...Starting at €8.20
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La decisión de Shen Huan sobre Linux
Armelini, Guillermo; Valor Sabatier, JosepCase SI-148Information Technologies, Knowledge and CommunicationShen Huan, director de información de una "joint venture" constituida por una empresa china y una española, tiene que decidir cuál sería la plataforma más adecuada para su empresa. Por una parte, sabe que el socio español trabaja con software basado en Microsoft. Por otra parte, Linux y las aplicaciones de software de fuente abierta están creciendo en China a raíz de la decisión de la Administración china de fomentar y apoyar las iniciativas en f...Starting at €8.20
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Airbnb, Etsy, Uber: expandiéndose de uno a muchos millones de clientes
Teixeira, Thales S.Case HBS-520S09MarketingEn 2019, de dos caras plataformas en línea (o mercados) se encuentran entre los de mayor crecimiento de nuevas empresas de Internet en todo. Estos mercados buscaban para que coincida con los proveedores de los activos en renta, productos físicos o servicios con clientes exigentes ellos. Entre las plataformas de dos caras más notables que millones alcanzados rápidamente de los clientes eran Airbnb, Etsy, y Uber. Se ofrecieron propiedad alquiler a ...Starting at €8.20
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Showrooming at Best Buy (Spanish version)
Teixeira, Thales S.; Watkins, Elizabeth AnneCase HBS-519S19MarketingBest Buy is a consumer electronics retailer with nearly 2,000 stores worldwide. In 2012, the rising popularity of price-matching apps for mobile phones made price differences between retailers transparent, online and offline. Shoppers' desire to test electronics first-hand before purchase drove them to use Best Buy stores as "showrooms" to see new products and then search for better deals on their smartphones. This case examines how brick-and-mor...Starting at €8.20
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Engineering Viral Marketing (Spanish version)
Teixeira, Thales S.; Caverly, AlisonCase HBS-513S15MarketingThe Mekanism case introduces students to a digital media production company specialized in creating viral marketing campaigns for advertising agencies and their clients (e.g., Microsoft, AXE, eBay, Toyota, etc.). Mekanism has grown tremendously from 2007 to 2010 in part due to the rise of viral marketing as a promising promotion tool for advertisers to reach and engage with consumers cheaply and quickly via word-of-mouth. Mekanism's president is ...Starting at €8.20