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  1. Dale un respiro a los orangutanes: KitKat de Nestlé, … (A) DE1-174-A

    This case is about the controversy over Nestlé purchasing palm oil in Indonesia for KitKats. Part A is about how Greenpeace activists crashed a speech by posting a banner asking Nestlé to give orangutans a break and then posted a video denouncing the destruction of the rainforest due to the suppliers' plantations. It gives a background on palm oil, environmental problems in Indonesia, Sinar Mas, Greenpeace and Nestlé and then takes a look at the competitive environment. The case outlines conflicts that Nestlé has had in the past, as well as conflicts involving palm oil in general.

    Academic Area:
    Strategy | Marketing & Communications
  2. Give the orangutans a break: Nestlé KitKat, Greenpea … (B) DE1-174-B-I

    This is the second part of the case about the controversy over Nestlé purchasing palm oil in Indonesia for KitKats. It describes and provides documentation on the declaration issued by Nestlé regarding its purchases of palm oil in order to prevent further destruction of rainforests. It also focuses on the provisions for monitoring and ascertaining the impacts of Nestlé's palm oil purchases.

    Part A is about how Greenpeace activists crashed a speech by posting a banner asking Nestlé to give orangutans a break and then posted a video denouncing the destruction of the rainforest due to the suppliers' plantations. It gives a background on palm oil, environmental problems in Indonesia, Sinar Mas, Greenpeace and Nestlé and then takes a look at the competitive environment. The case outlines conflicts that Nestlé has had in the past, as well as conflicts involving palm oil in general.

    Academic Area:
    Strategy | Marketing & Communications
  3. Give the orangutans a break: Nestlé KitKat, Greenpea … (A) DE1-174-A-I

    This case is about the controversy over Nestlé purchasing palm oil in Indonesia for KitKats. Part A is about how Greenpeace activists crashed a speech by posting a banner asking Nestlé to give orangutans a break and then posted a video denouncing the destruction of the rainforest due to the suppliers' plantations. It gives a background on palm oil, environmental problems in Indonesia, Sinar Mas, Greenpeace and Nestlé and then takes a look at the competitive environment. The case outlines conflicts that Nestlé has had in the past, as well as conflicts involving palm oil in general.

    Academic Area:
    Strategy | Marketing & Communications
  4. Dale un respiro a los orangutanes: KitKat de Nestlé, … (B) DE1-174-B

    This is the second part of the case about the controversy over Nestlé purchasing palm oil in Indonesia for KitKats. It describes and provides documentation on the declaration issued by Nestlé regarding its purchases of palm oil in order to prevent further destruction of rainforests. It also focuses on the provisions for monitoring and ascertaining the impacts of Nestlé's palm oil purchases.

    Part A is about how Greenpeace activists crashed a speech by posting a banner asking Nestlé to give orangutans a break and then posted a video denouncing the destruction of the rainforest due to the suppliers' plantations. It gives a background on palm oil, environmental problems in Indonesia, Sinar Mas, Greenpeace and Nestlé and then takes a look at the competitive environment. The case outlines conflicts that Nestlé has had in the past, as well as conflicts involving palm oil in general.

    Academic Area:
    Strategy | Marketing & Communications
  5. Mango SI1-129-I-M

    Multimedia case that analyzes the online sales strategy of Mango. This case covers the strategy since the company started the e-commerce campaign in 2000 up until 2008.

    This case contains a series of interactive graphs that explain what e-commerce is and the impact it can have on the P&L of a company especially in the retail sector. It also includes a &quotdid you know?&quot that describes the use of e-commerce platforms in different sectors.

    Videos of Mango managers discussing the decisions they took before and after the implementation of the online strategy complement the material.

    The case can be used in different areas (Information Systems & Technologies, Strategy, Marketing, Operations) as well as specialized electives such as e-commerce. It is used to provide an overview and introduction on the steps before defining a strategy and e-commerce with international reach as well as a first approximation to the areas included in this strategy and the efforts required for optimal development.

    Academic Area:
    Digital Technologies & Data Science
  6. Uruguay: Differentiation of an emerging tourist dest … DE1-171-I

    This case study was carried out at the request of the World Tourism Organization with the objective of being used for the training of professionals in the tourism sector. The case describes the main aspects that characterized the Uruguayan tourism sector from 200-2009. During this period the income generated by inbound tourism was doubled in American dollars as a consequence of a significant increase in spending by tourists. The objective of the case is to provide the reader with sufficient information to analyze which factors explain said increase and which are the possible challenges Uruguay faces in terms of is touristic strategy in the coming years.

    Academic Area:
    Strategy
  7. Uruguay: La diferenciación de un destino turístico e … DE1-171

    This case study was carried out at the request of the World Tourism Organization with the objective of being used for the training of professionals in the tourism sector. The case describes the main aspects that characterized the Uruguayan tourism sector from 200-2009. During this period the income generated by inbound tourism was doubled in American dollars as a consequence of a significant increase in spending by tourists. The objective of the case is to provide the reader with sufficient information to analyze which factors explain said increase and which are the possible challenges Uruguay faces in terms of is touristic strategy in the coming years.

    Academic Area:
    Strategy
  8. El lanzamiento del Nissan Leaf en Alemania MK1-140

    The Nissan LEAF case is based largely on real events and describes Nissan´s launch on its first 100% electric car (the Nissan Leaf). Nissan intended to develop its marketing plan to debut the Leaf in Germany in 2011. The marketing director of the company thought that the marketing plan that they created was different from all those that had previously created, he knew that the innovative technology of this product could cause positive and negative impacts on its consumers.

    This case demonstrates how difficult it can sometimes be to introduce a new product of a different concept and get consumers to consider it.

    Academic Area:
    Marketing & Communications
  9. Media Planning MK2-136-I-M

    This tutorial introduces students to the different aspects of media planning from the initial process through to the different stakeholders involved in the changing landscape of media and media agencies. The entire process is explained through the use of a real multimedia case about the launch of a new car.

    Information about the media sector and advertisers explain in dynamic way how new technologies have changed the sector in recent years. The case includes exercises and videos with managers from the sector which help students understand the basic concepts in an interactive and practical manner.

    Academic Area:
    Marketing & Communications | Negotiation
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