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Rose by Any Other Name (HBR Case Study and Commentary) (Spanish version)
Stone, Daniel B.; Weise, Frank E.; Pant, Micky; Hoch, Stephen J.; Corstjens, Judith; Corstjens, MarcelArticle HBS-R0303AMarketingTom Rose was about to listen to his marketing head, Cassie Martin, make a major presentation on the biggest strategic initiative in Rose Partyware's history: the launch of a branded line of party ware. Rose had manufactured paper goods for parties and other social events for many years. But Tom had recently spotted an opportunity to break out of the pack: a new printing technology that would improve quality and reduce costs. When Rose test-market...Starting at €8.20
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Optimal Marketing (Spanish version)
Corstjens, Marcel; Merrihue, JeffreyArticle HBS-R0310HMarketingThis article includes a one-page preview that quickly summarizes the key ideas and provides an overview of how the concepts work in practice along with suggestions for further reading. Companies selling multiple products in multiple territories face the difficult question of how to allocate marketing resources. But comparing the profit potential of, say, razors in Germany with batteries in the United Kingdom is a difficult analytical task that de...Starting at €8.20