Search results
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Selling Experiences to Connect With Consumers
Gallo, Iñigo; Townsend, ClaudiaArticle ART-2981-EMarketingThe Experience Economy is pervasive. Consumers are diverting more of their disposable income to engaging in experiences. And even material purchases are increasingly being positioned as experiential. This article presents the findings of the authors' research into the marketing of experiences. Selling products through the allure of experiences can yield enormous benefits, such as increasing the "talkability" of the product -- highly relevant in t...Starting at €8.20
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Recupera, S.A.
Pancorvo, JorgeCase PAD-P-C-343Service and Operations ManagementDardo López-Dolz, propietario del negocio y persona emprendedora, afronta varias decisiones para conseguir que su empresa siga creciendo. Sin embargo, la naturaleza del servicio parte de una anomalía de las transacciones de compraventa: un deudor que no cumple sus obligaciones según lo convenido. La demanda tiene un comportamiento irregular, con expedientes de cobranza que varían según cada caso, y con exigencias operativas distintas por cad...Starting at €8.20
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Genuinus: marketing digital para vender productos frescos online
Gallo, Iñigo; Liepmann, Erik; Segarra, JavierCase M-1338MarketingGenuinus vende productos frescos ecológicos online. Tras un año y medio de operaciones, las ventas crecen, pero están lejos del beneficio. El equipo de Genuinus se plantea cómo utilizar mejor el presupuesto que dedica a marketing (prácticamente todo online).Starting at €8.20
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David contra Goliath. Decisiones comerciales en La Fageda
Gallo, Iñigo; Segarra, José AntonioCase M-1321MarketingLa Fageda es una iniciativa social y cooperativa que fabrica y vende yogures (además de helados y mermeladas). A mediados de 2014 han de tomar tres decisiones importantes dentro del ámbito comercial: cómo responder a una bajada de precios en una cadena importante; cómo ayudar a los distribuidores que se ven afectados por la caída de su negocio (fruto de la centralización logística de las principales cadenas); y qué hacer con algunas cuentas del c...Starting at €8.20
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Benati Solares
Gallo, Iñigo; Segarra, José AntonioCase M-1318MarketingEn 2013 el departamento de fotoprotección de Benati se plantea si debe responder a las promociones de la competencia. Pese a que estas promociones (ya en su tercer verano consecutivo) no hacen mucho daño en la cuota de mercado de Benati, la empresa identifica cierto descontento entre las farmacias, que son quienes venden el producto al cliente final.Starting at €8.20
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David Versus Goliath: Commercial Decisions at La Fageda - Teaching note
Gallo, Iñigo; Segarra, José AntonioTeaching Note MT-47-EMarketingLa Fageda is a social project and cooperative that produces and sells yogurts (as well as ice creams and jams). In 2014, the company must take three important commercial decisions: how to respond to a price cut by a major chain; how to help distributors affected by a drop in their volume of business (due to the centralization of logistics by major chains); and what to do with some accounts in the HORECA channel that have low profitability or even...Starting at €0.00
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GoQuickly.com and FileAway: Advertising in the Super Bowl
Gallo, Iñigo; González, Jorge; Capizzani, Mario; Panlilio, LorenzoCase M-1374-EMarketingKickersoft managers Jennifer Green and Ted Gutner, along with their respective marketing teams, were preparing for an important presentation meeting with CEO Henrik Mathison. During the meeting, the decision would be made on which creative concepts the US software company would use for that year's Super Bowl advertisements for FileAway and GoQuickly.com-Kickersoft's two most important cloud-based products. Green and Gutner were excited, but the...Starting at €8.20
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Change Through Persuasion (Spanish version)
Garvin, David A.; Roberto, Michael A.Article HBS-R0502FLeadership and People ManagementThis 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. Faced with the need for a massive change, most managers respond predictably. They revamp the organization's strategy, shift around staff, and root out inefficiencies. They then wait patiently for performance to improve--only to be bitterly disappointed because they...Starting at €8.20
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Transition at DataCo (Spanish Version)
Cespedes, Frank V.; Knoop, Carin-IsabelCase HBS-818S06EntrepreneurshipEl fundador de una compañía de análisis de datos, Stefan Brecht, tiene varios problemas con su desarrollador de negocios clave y el jefe de marketing y ventas, Tamara Smithson. Smithson, un alquiler principios que habían sido fundamentales en la construcción de la empresa funciona como un miembro, no se atreve a delegar tareas y clientes, y, como Brecht lo ve "a menudo pone los asuntos del cliente por delante de las necesidades y procedimientos d...Starting at €8.20
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Maximizing Revenues in the Minor Leagues (Spanish version)
Cespedes, Frank V.; Winig, Laura; Lovelock, Christopher H.Case HBS-209S22MarketingWhen students have the English-language PDF of this Brief Case in a coursepack, they will also have the option to purchase an audio version. The marketing director of a new minor-league baseball team must design, conduct, and then interpret survey research to determine optimal ticket pricing that will yield large attendance figures and contribute to the owner's goal of breaking even in the first year of play. The pricing assignment becomes more c...Starting at €8.20