Search results
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Should You Listen to the Customer (Commentary for HBR Case Study)
DeLong, Thomas J.; Vijayaraghavan, VineetaArticle HBS-R1209Z-EMarketingNatalia Georgio is the executive director of a growing dance troupe. She has a mandate from her board to expand the company by going international and pursuing TV and film opportunities. To realize these plans for growth, she recently hired a new marketing director, who wants to launch a customer research initiative. The company's founder, however, believes that innovation comes from employees, not customers. Natalia needs to decide whether to br...Starting at €8.20
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Mobiuspace: Venturing into Emerging Markets
Dai Yao; Xingyu Chen; Li Ji; Ling Jiang; Shijie LuCase IVEY-9B20A040-EEntrepreneurship, Marketing, StrategyIn mid 2019, Mobiuspace, a Chinese Internet company, faced a new challenge. As a result of declining revenues from domestic mobile Internet markets, overseas markets offered new opportunities. In 2009, Snaptube, a short video aggregation and distribution platform that Mobiuspace offered as its main product, seized the opportunity to grow in emerging markets by creating localized and personalized video content. Despite the company’s initial succes...Starting at €8.20
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Mobiuspace: Venturing into Emerging Markets - Teaching Note
Dai Yao; Xingyu Chen; Li Ji; Ling Jiang; Shijie LuTeaching Note IVEY-8B20A040-EMarketingTeaching note for product 9B20A040.Starting at €0.00
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Youliaodao in the Era of Knowledge Economy: Go Big or Go Home
Dai Yao; Xingyu Chen; Ling Jiang; Li JiCase IVEY-9B20A031-EMarketingIn 2016, China witnessed a significant rise in the knowledge economy. Many users, who had been used to consuming information on the Internet for free, had become increasingly willing to pay for user-generated-content (UGC). Recognizing this emerging opportunity, Qiushibaike (QB), a well-established UGC platform with a focus on entertaining content, rolled out a new pay-for-knowledge product, namely Youliaodao (YLD), which focused on informational...Starting at €8.20
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Should You Listen to the Customer? (HBR Case Study and Commentary)
DeLong, Thomas J.; Vijayaraghavan, VineetaArticle HBS-R1209L-EMarketingNatalia Georgio is the executive director of a growing dance troupe. She has a mandate from her board to expand the company by going international and pursuing TV and film opportunities. To realize these plans for growth, she recently hired a new marketing director, who wants to launch a customer research initiative. The company's founder, however, believes that innovation comes from employees, not customers. Natalia needs to decide whether to br...Starting at €8.20
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Youliaodao in the Era of Knowledge Economy: Go Big or Go Home - Teaching Note
Dai Yao; Xingyu Chen; Ling Jiang; Li JiTeaching Note IVEY-8B20A031-EMarketingTeaching note for product 9B20A031.Starting at €0.00
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Should You Listen to the Customer (HBR Case Study)
DeLong, Thomas J.; Vijayaraghavan, VineetaArticle HBS-R1209X-EMarketingNatalia Georgio is the executive director of a growing dance troupe. She has a mandate from her board to expand the company by going international and pursuing TV and film opportunities. To realize these plans for growth, she recently hired a new marketing director, who wants to launch a customer research initiative. The company's founder, however, believes that innovation comes from employees, not customers. Natalia needs to decide whether to br...Starting at €8.20