HBSP (USA)
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Eyeblaster: Facilitación de la Siguiente Generación de Publicidad Online
Ofek, ElieCase HBS-508S15MarketingPara maximizar su eficacia, los casos de color deben imprimirse en color. Eyeblaster gestión tiene que decidir sobre el mejor curso de acción para mantener su impulso de la habilitación de línea rica publicidad en los medios. La presión de los competidores está obligando a la empresa a reevaluar su estrategia de comercialización anterior que se centró principalmente en conseguir agencias de publicidad para su uso defensor de producto de gestión d...Starting at €8.20
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The Best Way to Name Your Product 2.0 (Spanish version)
Bertini, Marco; Gourville, John; Ofek, ElieArticle HBS-F1105CMarketingAlthough there's ample research to guide marketers in naming new products, little of it has addressed follow-on offerings, even though these make up the bulk of new products in many industries. Companies have two basic strategies to choose from. They can stick with a name, often adding a sequential indicator (PlayStation 2, PlayStation 3), or they can come up with an entirely new name (Nintendo's Wii). Three questions managers should consider whe...Starting at €8.20
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In Search of a Second Act (HBR Case Study)
Ofek, Elie; Avery, JillArticle HBS-R1304X-EMarketingRiding the popularity of a great first product is easy; finding the next one is hard. Written by Elie Ofek and Jill Avery, this fictional HBR Case Study features expert commentary by Gauri Nanda and Ravi Sawhney. For teaching purposes, this is the case-only version of the HBR case study. The commentary-only version is Reprint R1304Z. The complete case study and commentary is Reprint R1304M.Starting at €8.20
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From Niche to Mainstream (HBR Case Study and Commentary)
Ofek, ElieArticle HBS-R1804M-EKnowledge and CommunicationRiku Nakamura relocated six years ago with his family from Tokyo to San Mateo, California, to spearhead the launch of Kenko USA, the first foreign subsidiary of a Japanese cracker company. However, Kenko USA hasn't taken off as hoped, and his family is ready to return home. Riku now ponders which course to recommend to Kenko's executive team: a lucrative private-label deal that would quickly drive revenue growth or a new branded marketing push th...Starting at €8.20
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From Niche to Mainstream (Commentary for HBR Case Study)
Ofek, ElieArticle HBS-R1804Z-ERiku Nakamura relocated six years ago with his family from Tokyo to San Mateo, California, to spearhead the launch of Kenko USA, the first foreign subsidiary of a Japanese cracker company. However, Kenko USA hasn't taken off as hoped, and his family is ready to return home. Riku now ponders which course to recommend to Kenko's executive team: a lucrative private-label deal that would quickly drive revenue growth or a new branded marketing push th...Starting at €8.20
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Leaders for Knowledge Work: Types of Organizational Leaders
Maccoby, MichaelBook Chapter HBS-6436BC-EIn knowledge-creating companies, we find three kinds of leaders who have to work together: strategic visionaries, operational implementers, and bridge-builders. This chapter describes the different types of organizational leaders required for knowledge work and shows the role of social character in both facilitating and resisting the changes needed to make organizations more effective and efficient. This chapter is excerpted from "The Leaders We...Starting at €8.20
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The President We Need: Assess Personality Intelligence to Pick the Best Candidate
Maccoby, MichaelBook Chapter HBS-6439BC-ECiting history and using psychological analysis, in this chapter the author describes the qualities of a president who would be able to mobilize Americans to meet the tremendous challenges of our time. Since we can't always predict how a president will act from past behavior, he also lists the questions we should ask candidates to discover whether they have the Personality Intelligence we need in a president. This chapter is excerpted from "The ...Starting at €8.20
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reMarkable: e-Writing the Future
Ofek, Elie; Hsu, CurtisCase HBS-517018-EMarketingMagnus Wanberg is the creator of reMarkable, a breakthrough e-writer device set apart from similar products on the market by having solved the frustrating "slow ink" problem typically experienced on pen-based electronic devices, thus providing a "pen and paper" like experience. Moreover, the device allowed for the convenient and non-eye-straining reading of typical documents. Though enthusiastically received by several investors, there was still ...Starting at €8.20
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ASICS: Chasing a 2020 Vision
Ofek, Elie; Sato, Nobuo; Kanno, AkikoCase HBS-517060-EMarketingIn early 2016, Motoi Oyama, president and CEO of ASICS, a major sports apparel and footwear manufacturer based in Japan, lays out his company's growth plan for the upcoming 5 years. The new plan set ambitious goals in terms of revenue and profit increases. At the heart of the strategy to achieve these goals are a desire to embrace a more direct to consumer mindset, expand into new customer segments, and communicate a more consistent and emotional...Starting at €8.20
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From Start-Up to Grown-Up Nation: The Future of the Israeli Innovation Ecosystem and (Abridged), Teaching Note
Ofek, Elie; Eiran, MargotTeaching Note HBS-517120-EMarketingTeaching note for 517103 and 517066.Starting at €0.00