Search results
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Gestionar cuentas globales
Yip, George S.; Bink, Audrey J. M.Article HBS-R0709GMarketingLa gestión global de la cuenta (GAM) - que trata las operaciones de un cliente multinacional como una cuenta integrada, con términos coherentes para la fijación de precios, las especificaciones del producto y servicio - ha proliferado en la última década. Sin embargo, según la investigación de los autores, sólo alrededor de un tercio de los proveedores que han ofrecido GAM está satisfecho con los resultados. La mayoría infeliz puede estar sufrien...Starting at €8.20
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Managing Global Accounts
Yip, George S.; Bink, Audrey J. M.Article HBS-R0709G-EMarketingGlobal account management (GAM)--which treats a multinational customer's operations as one integrated account, with coherent terms for pricing, product specifications, and service--has proliferated over the past decade. Yet according to the authors' research, only about a third of the suppliers that have offered GAM are pleased with the results. The unhappy majority may be suffering from confusion about when, how, and to whom to provide it. Yip, ...Starting at €8.20
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An Exercise in Designing a Travel Coffee Mug
Ofek, Elie; Norris, MichaelCase HBS-514042-EMarketingIn recent years design has emerged as a critical factor in the success of many new products. This case exercise provides a hands-on way to experience the design process and offers a structured approach for incorporating key considerations that can aid in effective design. Students are asked to generate ideas for the design of a new reusable travel coffee mug. Relevant information on the consumer coffee market and on existing coffee mugs is provid...Starting at €8.20
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Bank of America: Banca Móvil (abreviada)
Gupta, Sunil; Norris, MichaelCase HBS-513S33MarketingEn enero de 2010, Bank of America está discutiendo su estrategia móvil futuro. En el supuesto de añadir complejidad a su aplicación, el diseño de múltiples aplicaciones para los segmentos de negocio o expandirse hacia otros canales móviles?Starting at €8.20
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CJ E&M: KCON Goes Global
Ofek, Elie; Norris, MichaelCase HBS-517083-EMarketingIn January of 2017, CJ Entertainment & Media (E&M) proudly announced that it will be holding its first ever KCON in Mexico City just two months later. CJ Group Chairman Jay Lee and Vice Chairwoman Miky Lee are pleased at the progress that KCON, a Korean-oriented music and cultural convention, has made since its debut in LA in 2012. In the years since 2012, the event has been held every year in LA, and has recently also taken place in New York, To...Starting at €8.20
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Building a Social Media Culture at Dell, Teaching Note
Deshpande, Rohit; Norris, MichaelTeaching Note HBS-514113-EMarketingTeaching note for case 514096.Starting at €0.00
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Cree Inc.: Introducing the LED Light Bulb
Norris, Michael; Gourville, John T.Case HBS-515026-EMarketingCree, a North Carolina-based maker of light emitting diodes (LEDs), has just introduced its first consumer product - an LED light bulb. It is designed as an energy efficient replacement for the ubiquitous incandescent light bulb. But given that it is an unfamiliar technology and that it costs ten times what an incandescent bulb costs, there are questions about how best to promote adoption and what sales level might be expected.Starting at €8.20
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J.C. Penney's "Fair and Square" Strategy (Abridged), (B), and (C), Teaching Note
Ofek, Elie; Alvarez, Jose B.; Norris, MichaelTeaching Note HBS-516008-EMarketingThis teaching note is for "J.C. Penney's 'Fair and Square' Strategy (Abridged), (B), and (C)," which tells the story of Ron Johnson's tenure as CEO of the U.S. department store J.C. Penney, his 2013 firing, and the rehiring of former CEO Myron E. "Mike" Ullman to try to fix Johnson's mistakes.Starting at €0.00
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CJ E&M: Creating a K-Culture in the U.S., Teaching Note
Ofek, Elie; Norris, MichaelTeaching Note HBS-516022-EMarketingThis teaching note is intented to help instructors with running a class discussion for the case "CJ E&M: Creating a K-Culture in the U.S.". It contains several areas of analysis and discussion that provide guidance to instructors on how to use the case in order to expose students to the topics of international marketing, leveraging event marketing as a form of communication (from organizer as well as sponsor perspectives), and devise a marketing ...Starting at €0.00
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Vicks Health Care Division: El Proyecto Scorpio (A)
Yip, George S.; Williams, Jeffrey R.Case HBS-503S75MarketingLa División de Cuidado de la Salud Vicks carece de una entrada en forma sólida en el OTC resfriados categoría de cuidado y ha desarrollado un producto de "yo también". Los temas principales son si existe una oportunidad para que el producto, y si es así, cómo debe ser colocado. objetivos didácticos principales son el uso de datos de investigación de mercado como entrada para la evaluación de oportunidades de mercado y desarrollo de posicionamient...Starting at €8.20