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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Editora Abril S.A. (Spanish Version)
Yoshino, Michael Y.; Fagan, Perry L.Case HBS-306S32Knowledge and Communicationlos medios de comunicación de Brasil conglomerado Editora Abril S.A. es la mayor compañía de edición e impresión de América Latina; publica libros y cómics, vídeos, mapas, guías de viajes, música y libros de texto. También posee la mayor empresa de comercialización de la base de datos de Brasil, su segundo mayor servicio de televisión de pago, y su servicio de acceso a Internet de banda ancha primera; un sitio web de música interactiva; y partici...Starting at €8.20
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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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The United Fruit Company in Guatemala (Spanish version)
Jones, Geoffrey G.; Bucheli, MarceloCase HBS-807S06EconomicsExamines the overthrow of President Jacobo Arbenz of Guatemala in 1954 in a U.S.-backed coup in support of the United Fruit Co. Over the previous half century, United Fruit had built a large vertically integrated tropical fruit business that owned large banana plantations in the "banana republics" of Central America, including Guatemala. Examines the impact and role of United Fruit in the Guatemalan economy, one of the poorest in the world, and t...Starting at €8.20
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Global Beauty Made in Brazil (Spanish version)
Jones, Geoffrey G.; Reisen de Pinho, RicardoCase HBS-807S26EntrepreneurshipExplores the globalization strategies of Natura, Brazil's largest cosmetics company. Founded in 1969, Natura grew using a direct selling model. Led by its three founders, the firm made distinctive use of Brazil's diversity and became characterized by high ethical and environmental standards. Natura began to seek international markets in 1982, but experienced many setbacks until surviving the economic crisis in Argentina in 2001. The company opene...Starting at €8.20
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Brazil at the Wheel (Spanish Version)
Jones, Geoffrey G.Case HBS-811S19EconomicsSe imparte en el segundo curso de MBA electiva sobre la evolución del Negocio global. Examina los costos y los beneficios de las políticas del gobierno brasileño para fomentar las multinacionales extranjeras para desarrollar una industria del automóvil durante la década de 1950. Una combinación de incentivos y el cierre de mercado se utiliza para atraer la inversión extranjera directa. Volkswagen respondió más positivamente que las empresas estad...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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Nissan Motor Co. Ltd.--2002 (Spanish version)
Yoshino, Michael Y.; Egawa, MasakoCase HBS-304S07StrategyCarlos Ghosn, a former executive vice president of Renault, became the COO of Nissan Motor Co., a troubled auto company in Japan when Renault bought 38% of the company in 1999. This case deals with how Ghosn turned the company around. Examines in considerable detail how he went about successfully energizing and mobilizing the demoralized employees after a decade of failed efforts. Having successfully transformed itself, the company faces a series...Starting at €8.20
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Implementing the Nissan Renewal Plan (Spanish version)
Yoshino, Michael Y.; Egawa, MasakoCase HBS-305S10StrategyCarlos Ghosn, a former executive vice-president of Renault, became the COO of Nissan Motor Co., a troubled auto company in Japan when Renault bought 38% of the company in 1999. This case deals with how Ghosn turned the company around. Examines in considerable detail how he went about successfully energizing and mobilizing the demoralized employees after a decade of failed efforts. A rewritten version of an earlier case.Starting at €8.20