Search results
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From TV to Web: Content Strategies for Ads That Drive Online Sales
Teixeira, Thales S.Article ART-2643-EInnovation and Change, Knowledge and Communication, MarketingConsumers have become avid media multitaskers, moving seamlessly between their TVs and digital devices. Shorter TV commercials have reduced both the quantity and quality of consumer attention during prime-time viewing hours. In this new media environment, can TV advertising remain an effective means of promoting and selling products and services? In this article, the author draws upon his research to argue that TV advertising remains a powerful v...Starting at €8.20
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Kola Real: La expansión internacional
Ferré, Miguel; Natividad, GabrielCase PAD-DG-C-406EntrepreneurshipDescribe el caso de la internacionalización de una empresa peruana en varios países de la región, partiendo de unos modestos inicios en Ayacucho (1988). Se puede discutir la similitud o diferencias en la forma de nacer según el contexto de cada país.Starting at €8.20
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APY Art Centre Collective: Taking Indigenous Art to the City - Teaching Note
Theodore L. Hill; Sheri Lambert; Kathryn ReadyTeaching Note IVEY-8B21M019-EStrategyTeaching note for product 9B21M019.Starting at €0.00
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APY Art Centre Collective: Taking Indigenous Art to the City
Theodore L. Hill; Sheri Lambert; Kathryn ReadyCase IVEY-9B21M019-EStrategyIn early 2019, just a year after opening a gallery in Sydney, Australia, the elders of the APY Art Centre Collective proposed opening a second gallery in Adelaide, a much smaller city. The first year in Sydney had been profitable, in part due to an aggressive digital presence. The Collective had some seed money, an offer of a small gallery space, and the draw of serving a large number of the APY community who were residents in Adelaide. But the A...Starting at €8.20
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L'Oréal USA: Digitally Optimizing Consumer Insights
Dennis Paris; Sheri Lambert; Amy LavinCase IVEY-9B21A012-EMarketingNima Gohil, head of the new digital and creative consumer research department at L’Oréal USA (L’Oréal), was preparing for the upcoming January 2016 board meeting at L’Oréal’s research and innovation headquarters in Clark, New Jersey. L’Oréal’s competitors were using new digital media to highlight beauty products to current and new users, and L’Oréal was under pressure to develop a better way to connect with consumers to maintain—if not grow—marke...Starting at €8.20
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Opera Philadelphia: Segmentation Strategies for Changing Markets
Dennis Paris; Jean Wilcox; Amy Lavin; Sheri LambertCase IVEY-9B19A039-EEntrepreneurship, Marketing, StrategyBetween 2010 and 2015, Opera Philadelphia experienced a steep decline in household subscribers and single-ticket buyers, coupled with severe revenue fluctuations. At that time, market behaviours had changed along with growth in more sophisticated use of dStarting at €8.20
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Opera Philadelphia: Segmentation Strategies for Changing Markets - Teaching Note
Dennis Paris; Jean Wilcox; Amy Lavin; Sheri LambertTeaching Note IVEY-8B19A039-EMarketingTeaching note for product 8B19A039.Starting at €0.00
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Digital Transformation at Brazilian Retailer Magazine Luiza (Spanish version)
Teixeira, Thales S.; Guissoni, Leandro; Veludo-de-Oliveira, Tania ModestoCase HBS-519S17Marketinggrow fast and be profitable. Should Trajano opt for more aggressive growth or proceed more conservatively?Starting at €8.20
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Growing from One Thousand to One Million Customers (Spanish version)
Teixeira, Thales S.; Brown, MorganCase HBS-518S08MarketingBy 2016, two-sided online platforms (or marketplaces) were pervasive among the highest growing internet startups around. These marketplaces sought to match suppliers of assets for rent, physical products or services with customers demanding them. Among the most notable two-sided platforms in terms of their tremendous early growth were Airbnb, Etsy and Uber. They offered short-term property rentals, handcrafted goods, and car rides, respectively. ...Starting at €8.20
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Technical Note (Spanish version)
Gilson, Stuart C.Case HBS-204S14FinanceThis case provides a technical overview of different valuation techniques for use in valuing companies in corporate restructuring. Techniques covered include adjusted present value, WACC, capital cash flow, and discounted cash flow valuation. Specific numerical examples are provided.Starting at €8.20