Search results
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Legendary Entertainment: Moneyball for Motion Pictures
Deighton, John; Kornfeld, LeoraCase HBS-516117-EMarketingLegendary, the Hollywood studio responsible for such hits as Jurassic World and The Dark Knight, decides to take the marketing of its films in-house, and to market them fan-by-fan. Owner Thomas Tull acquires the big-data-in-sports firm started by Matt Marolda and appoints him to run marketing analytics for Legendary. The methods perform well in the motion picture market. Other Hollywood studios want to lease its services, and firms outside of ent...Starting at €8.20
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Slanket: Responding to Snuggle's Market Entry, Teaching Note
Deighton, John; Kornfeld, LeoraTeaching Note HBS-510098-EMarketingTeaching Note for [510034].Starting at €0.00
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United Breaks Guitars, Teaching Note
Deighton, John; Kornfeld, LeoraTeaching Note HBS-510123-EMarketingTeaching Note for 510057.Starting at €0.00
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Herborist
Deighton, John; Kornfeld, Leora; He, Yanqun; Jiang, QingyunCase HBS-511051-EMarketingGlobal brands such as L'Oreal and Oil of Olay dominate China's skin care market. A Chinese domestic brand, after some success in partnership with Sephora in Europe, aspires to challenge the French and U.S. brands' hold on the China market. It must decide how to segment the market, how to position against global assurances of quality and purity, and how to balance its Chinese heritage claims with claims of modernity. The China skin care market is ...Starting at €8.20
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The Ford Fiesta
Deighton, John; Kornfeld, LeoraCase HBS-511117-EMarketingExecutives at Ford wondered if social media could be the marketing solution for the launch of the youth-oriented 2010 Fiesta. But with social media came a ceding of control. Some at the company believed that if Ford was going to move beyond its conservative brand image for the launch of the new subcompact chances had to be taken. Others erred on the side of caution. Chantel Lenard, Ford's Group Marketing Manager for Global Small Car and Midsize V...Starting at €8.20
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Bluefin Labs: The Acquisition by Twitter
Deighton, John; Kornfeld, LeoraCase HBS-513091-EMarketingWhat is the value of Bluefin Labs's social listening data to Twitter? Acquired by Twitter in 2013, Bluefin had built a system that gathered millions of online comments in an effort to develop new metrics for TV programs and brand advertising. With data from Twitter and other social sites, expressions, not just impressions, could now be aggregated, measured, and used to calibrate brand performance and to sell media time. A second objective of the ...Starting at €8.20
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The Ford Fiesta, Teaching Note
Deighton, John; Kornfeld, LeoraTeaching Note HBS-513092-EMarketingTeaching Note for 511117.Starting at €0.00
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Managing Online Reviews on TripAdvisor
Teixeira, Thales S.; Kornfeld, LeoraCase HBS-514071-EMarketingIn 2013, TripAdvisor was the most visited online travel site in the world. It hosted a massive repository of information on hotels and travel services, and provided millions of reviews written by consumers. Consumers were becoming increasingly motivated to read and write reviews on TripAdvisor, largely as a means of informing other consumers about their personal experiences, but also to praise or complain to hotels about their experiences. In res...Starting at €8.20
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Materiales Textiles Hilados y Confecciones, S.A. (MATHICOSA)
Ferrándiz, Luis; Gómez-Llera García-Nava, GermánCase FH-290Leadership and People ManagementUn grupo de empresas de hilado de lana y confección de géneros de punto, sufre varias transformaciones en su organización como consecuencia de cambios en la propiedad y de variaciones en los mercados y en las tecnologías. Siguiendo esas evoluciones se ha venido acoplando el equipo directivo con desigual éxito. Se plantea cómo resolver la sustitución de uno de los directores, dadas las características de las personas que pueden ser candidatos....Starting at €8.20
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Montemarrón, S.A. (B)
Pin Arboledas, José Ramón; Gómez-Llera García-Nava, GermánCase FH-592Leadership and People Management(Véase FH-591)Starting at €5.74