Search results
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Marlboro Friday (A) (Spanish version)
Silk, Alvin J.; Isaacson, BruceCase HBS-506S27MarketingOn April 2, 1993 Philip Morris USA launched an elaborate integrated program of consumer and retail promotions of unspecified duration that effectively slashed the retail price of its flagship brand, Marlboro, by 20% in the U.S. market. This program represented a major shift in strategy designed by Philip Morris to reverse the alarming declines in Marlboro's market share, which had occurred in the face of severe price competition from discount bra...Starting at €8.20
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OpenAI y el mercado de los grandes modelos de lenguaje
Samila, Sampsa; Berrone, PascualCase SM-1742Business Ethics and Corporate Social Responsibility, Innovation and Change, StrategyEl caso se centra en Sam Altman, el CEO de OpenAI, y las trascendentales decisiones que debía tomar con respecto al rumbo de la empresa en un mercado, el de los grandes modelos de lenguaje (LLM), que crecía rápidamente. Gracias al éxito del GPT-4, OpenAI se había convertido en un actor prominente del sector, y Altman tenía que elaborar una estrategia integral con la que mantener la posición de la empresa y, al mismo tiempo, sortear los complejos ...Starting at €8.20
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Amazon.com, Inc: la transformación mediante IA
Samila, Sampsa; Sastre Boquet, IsaacCase SM-1724Information Technologies, Innovation and Change, Leadership and People Management, StrategyEste caso describe el desarrollo y utilización de la IA en Amazon. Este caso ha sido usado en clase para discutir el amplio abanico de aplicaciones de IA en Amazon, los efectos competitivos de estas aplicaciones, el proceso para desarrollar estas aplicaciones, y el estado actual de la organización de Amazon.Starting at €8.20
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Qué es el Marketing Industrial
Rangan, V. Kasturi; Isaacson, BruceCase HBS-502S23MarketingDiscute la clave que distingue los aspectos de la industria, en comparación con el marketing de consumo. Estas diferencias se resaltan los aspectos de organización de mezcla, así como la comercialización.Starting at €8.20
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The Aquatred Launch (Spanish version)
Quelch, John A.; Isaacson, BruceCase HBS-503S56Marketingwhether to launch the Aquatred and whether to expand Goodyear's distribution network. Also explores issues involved in managing a complex distribution structure during a time of rapid change.Starting at €8.20
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The Four Disruptions: the Automotive Industry in the 2020s
Cassiman, Bruno; Samila, Sampsa; Isaac SastreCase SM-1723-EInnovation and Change, StrategyThis case describes currently ongoing transformations in the automotive sector: Electric vehicles, ride-hailing, connected vehicles, and autonomous vehicles. The case provides relevant information on all four of them and allows considering their individual and joint impacts.Starting at €8.20
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Intel: Competition Heats up in the Processor Market
Samila, Sampsa; Baeza, AntoniaCase SM-1730-EInnovation and Change, StrategyThe case describes the challenges faced by Pat Gelsinger, the new CEO of Intel, as he takes the helm in February 2021. In the processor market, Intel is facing a resurgent AMD that is manufacturing fully compatible processors. At the same time, Apple is moving from Intel processors to ARM and other manufacturers are developing ARM processors for servers. Intel has also fallen behind TSMC in manufacturing technology and is thus at a disadvantage r...Starting at €8.20
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Boeing 737 (C)
Samila, Sampsa; Wehrheim, David; Biquez Talayero, Jesús; Baeza, AntoniaCase SM-1729-EBusiness Ethics and Corporate Social Responsibility, Corporate Governance, Innovation and Change, StrategyThese cases describe how Boeing handled the situation of their 737 airplane. Designed in the 1960s, it was difficult to update with current engines in the 2010s. Faced with high competitive pressure, Boeing opted for shortcuts and created the 737Max, which had two accidents and was grounded worldwide.Starting at €5.74
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Boeing 737 (A): Developing The Best-Selling Airplanes of Tomorrow
Samila, Sampsa; Wehrheim, David; Biquez Talayero, Jesús; Baeza, AntoniaCase SM-1727-EBusiness Ethics and Corporate Social Responsibility, Corporate Governance, Innovation and Change, StrategyThese cases describe how Boeing handled the situation of their 737 airplane. Designed in the 1960s, it was difficult to update with current engines in the 2010s. Faced with high competitive pressure, Boeing opted for shortcuts and created the 737Max, which had two accidents and was grounded worldwide.Starting at €8.20
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Uber: El futuro de la movilidad
Samila, Sampsa; Wehrheim, David; Biquez Talayero, JesúsCase SM-1721Business Ethics and Corporate Social Responsibility, Entrepreneurship, Innovation and Change, StrategyEste caso describe la evolución de Uber y su situación en el momento de la OPI, en la primavera de 2019. El caso permite una rica discusión sobre la economía de plataforma y, en concreto, sobre el multihoming y los costes de cambiar por ambas partes, señalando los graves límites del potencial de rentabilidad del modelo. Además, hay material para debatir sobre cómo cambiarían la economía la regulación de la relación laboral con los conductores y l...Starting at €8.20