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The Shubert Organization: The Show Must Go On (condensed)
Beech, María Alejandra; Villanueva, Julian; González, JorgeCase M-1240-EMarketingIn January 2009, Bob Wankel sat in his office at the historic Sardi's building on 44th Street, New York, as he considered the challenges ahead: several Broadway shows were closing, and a severe economic downturn threatened future productions. Many were calling for changes in the theater industry, and the Shubert Organization (where Mr. Wankel had worked for 33 years) had recently lost its Chairman, Gerald Schoenfeld. As the firm's new President a...Starting at €8.20
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Market Segmentation
González, JorgeTechnical Note MN-400-EMarketingThe consumer's needs; providing good customer service: without a doubt, these concepts expressed by Theodore Levitt (1960) almost 60 years ago are at the core of the field of marketing. Considering the customer as the focal point of all commercial efforts quickly leads us to the realization of another equally important reality, namely that a "customer," in the abstract, does not exist. There are a host of specific customers-each with their own pe...Starting at €8.20
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GoQuickly.com and FileAway: Advertising in the Super Bowl
Gallo, Iñigo; González, Jorge; Capizzani, Mario; Panlilio, LorenzoCase M-1374-EMarketingKickersoft managers Jennifer Green and Ted Gutner, along with their respective marketing teams, were preparing for an important presentation meeting with CEO Henrik Mathison. During the meeting, the decision would be made on which creative concepts the US software company would use for that year's Super Bowl advertisements for FileAway and GoQuickly.com-Kickersoft's two most important cloud-based products. Green and Gutner were excited, but the...Starting at €8.20
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SEUR: Digitalizing Express Shipping
Foncillas, Pablo; González, JorgeCase M-1309-EInformation Technologies, Marketing, StrategyThe heads of marketing at SEUR (Servicio Urgente de Transportes; "Urgent Shipping Service" in English) were ready to present in the meeting room the results of the first six months since the relaunch of the company's new website. They had recently opted for promoting a website with a clear transactional focus. The meeting had been called to examine some aspects of the new site's performance, such as how sales were evolving with respect to target...Starting at €8.20
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ArteOliva
González, Jorge; Segarra, José AntonioCase M-1132-EMarketingArteOliva has launched a new extra virgin olive oil, packaged in cartons. After the product has been on the market for a few months, management decides to launch a TV advertising campaign to make consumers more aware of its benefits.Starting at €8.20
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Diseño de la oferta: carteras de productos, marcas y precios
González, JorgeTechnical Note MN-413MarketingEn esta nota se resumen las principales decisiones operativas para definir la oferta de una compañía: qué productos y/o servicios se van a ofrecer, bajo qué marcas y a qué precios. El enfoque que se propone para tratar un tema tan amplio consiste en centrarse en las consideraciones que debe realizar la dirección general. En la primera parte de la nota, se valoran los elementos que definen una oferta desarrollada para entrar en un nuevo mercado....Starting at €8.20
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Elección de mercado: target y posicionamiento
González, JorgeTechnical Note MN-412MarketingLa decisión más comprometida de la función comercial es la elección de mercado, que consta de dos partes: 1) la selección del cliente objetivo, o target, y 2) el posicionamiento. En esta nota, se señalan los principales criterios para seleccionar el target, y una serie de recomendaciones acerca de cómo determinar el posicionamiento. Para finalizar, se presentan con brevedad los conceptos claves del análisis estratégico, necesarios para evaluar su...Starting at €8.20
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What's Your Google Strategy? (Spanish version)
Hagiu, Andrei; Yoffie, David B.Article HBS-R0904FStrategy(1) Whether to play with existing MSPs, build their own platform, or do both; (2) once they've concluded that at least one third-party MSP can benefit their business, deciding how many to join; and (3) figuring out how to play - that is, which features or services they should adopt and which they should reject in order to maintain their company's competitive advantage. Some companies that lack the power to influence an MSP's actions may have few...Starting at €8.20
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La última guerra por el formato DVD
Hagiu, AndreiCase HBS-713S20StrategyProporciona una visión general breve de la batalla entre los estándares HD-DVD y Blu-ray, centrándose en los acontecimientos que precipitaron la victoria de Blu-ray a principios de 2008.Starting at €8.20
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Reto S.A. (Spanish Version)
Bruns, William J., Jr.Case HBS-103S06Accounting and ControlUna empresa debe decidir si quiere adquirir nuevos equipos para ofrecer una nueva línea de productos. La pregunta es si el equipo se reunirá retorno de los objetivos de inversión teniendo en cuenta la depreciación y la imposición de los beneficios. El equipo se adquiere, pero un año más tarde mejor equipamiento disponible. Un reescrito versión de un caso anterior.Starting at €8.20