IESE (España)
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Coca Cola Spain: Branding 2.0
Villanueva, Julian; Ziskind, Julie Michelle; Armelini, GuillermoCase M-1269-EKnowledge and Communication, MarketingThe case analyzes Coca-Cola Spain's use of social media and Web 2.0 to reach audiences that are no longer tuning in to mass media. It also discusses the similarities and differences between various social media platforms and the ongoing evolution of online marketing.Starting at €8.20
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Santander and Formula One - Teaching Note
Villanueva, Julian; Ziskind, Julie MichelleTeaching Note MT-33-EMarketingTips and advice on teaching the Santander and Formula One caseStarting at €0.00
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Primark: £10 Ooh that's Expensive!
Ziskind, Julie Michelle; Villanueva, Julian; Nueno, José LuisCase M-1249-EMarketingOn August 5th, 2010, Paul Marchant, the CEO of the UK's wildly popular discount clothier Primark, announced a new store opening on the poor relation end of London's Oxford Street. The Primark store on the opposite end, up-scale Marble Arch, had opened in 2007 and, despite concerns about its location among higher end retailers, was now generating profits of 1.7M/ week. The newest location of this unique vender would take up an astounding 85,000 ...Starting at €8.20
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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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El Santander y la Fórmula Uno (A)
Ziskind, Julie Michelle; Villanueva, JulianCase M-1259MarketingEl caso A comienza en otoño de 2009, cuando se acerca la renovación de la primera incursión del Santander en el patrocinio de empresas: el contrato con el equipo de Fórmula Uno McLaren Mercedes. Vigente desde 2007, este patrocinio está estratégicamente enfocado a dar a conocer el Banco Santander en ciertos mercados clave donde se está llevando a cabo un proceso de cambio de marca en el que los bancos locales adquiridos están pasando a denominarse...Starting at €8.20
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Santander and Formula One (B)
Ziskind, Julie Michelle; Villanueva, JulianCase M-1260-EMarketingCase B recounts Santander's 2010 decision to stay in F1 while shifting its main sponsorship to Ferrari and at the same time renewing with McLaren at a lesser level to maintain support for the now rebranded Abbey. The first race of the 2010 season finds all three podium finishers sporting the Santander name; however, the price for such presence is also significantly higher compared to the previous commitment.Starting at €5.74
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Hospital Sant Joan de Deu: de un hospital de beneficencia a un hospital de referencia (B)
Ribera, Anna; Ribera, JaumeCase P-1157Innovation and Change, Service and Operations Management, StrategyEste documento es la continuación del caso del mismo título (A). En el caso B se presenta la situación dos años después, con un resumen de lo conseguido y la discusión de los próximos pasos.Starting at €5.74
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Hospital Sant Joan de Déu: de un hospital de beneficencia a un hospital de referencia (A)
Ribera, Anna; Ribera, JaumeCase P-1156Innovation and Change, Service and Operations ManagementA principios de 2012, el Hospital Sant Joan de Déu de Barcelona se planteó cómo actualizar su plan estratégico para hacer frente a una situación de crisis -con una reducción de la demanda y de los presupuestos públicos- y garantizar la supervivencia del centro sin que esto conllevara la pérdida de los avances conseguidos durante los últimos años.Starting at €8.20
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Hospital Sant Joan de Déu: From Charitable Hospital to Reference Hospital (B)
Ribera, Anna; Ribera, JaumeCase P-1157-EInnovation and Change, Service and Operations Management, StrategyThis document is the continuation of case A of the same title. Case B sets out the situation two years later, with a summary of what has been achieved and a discussion of the next steps.Starting at €5.74
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Hospital Sant Joan de Déu: From Charitable Hospital to Reference Hospital (A)
Ribera, Anna; Ribera, JaumeCase P-1156-EInnovation and Change, Service and Operations ManagementIn early 2012, Barcelona's Hospital Sant Joan de Déu was considering how to update its strategic plan in order to deal with a crisis situation - with a reduction in both demand and public budgets - and to guarantee the center's survival, without this involving the loss of the advances achieved in previous years.Starting at €8.20