Marketing & Communications

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  1. El balanced scorecard CG2-010

    This technical note discusses the terminology and basic concepts of the balanced scorecard. Things like the strategic map, perspectives and strategic initiatives are addressed.

    Academic Area:
    Cost Accounting & Management Control
  2. El Club Milano Preferente SI1-118

    The case discusses how the introduction of the corporate CRM of Grupo Cortefiel affected their Milano chain and the way they faced their business. When implementation came, the brand also had to review topics around their growth model. The questions considered aspects like the franchise model, the store development model itself, and mainly a loyalty program based on the available client information. One of the challenges resulting from the change was how to maximize the use of technology, but also the need to find qualified personnel for its management.

    Academic Area:
    Digital Technologies & Data Science
  3. Estado de flujos de tesorería CG2-035-M

    This multimedia tutorial deals with cash flow statements and the methods for calculating cash flow: direct and indirect. It includes explanations and examples that help students to understand basic concepts, and a self-assessment test to reinforce their knowledge of the theory.

    There are also three case studies with Excel templates that offer immediate feedback to students, guiding them towards the solutions.

    Academic Area:
    Cost Accounting & Management Control
  4. Galletas Fontaneda y United Biscuits RH1-120

    This case is about how a small town joined together and fought to keep a biscuit factory open that was deeply rooted in their community. The biscuit factory Fontaneda (United Biscuits) did not just provide jobs for many of the locals in Aguilar de Campoo (Spain), the community also relied on it for things like building a school or bus stop. However, the factory operated at only 30 percent capacity, leading them to announce the transfer of all workers and the closure of the factory in 2002. This led to a crisis with lots of backlash and a major confrontation between the workers, citizens and the multinational, which became a public relations disaster for the company. Politicians and union leaders also stepped in, mobilizing against the closing. The case walks readers through the seven months of negotiations between the parties and describes how the crisis was managed. Eventually, the factory was sold to Siro, excluding the brand, and workers were given options to move to another United Biscuits plant, to retire early or to work under Siro. Although there were tough moments during the negotiation process, this was seen as a victory by the union headquarters, and during 2002 and 2003, United Biscuits strongly exceeded its financial performance.

    Academic Area:
    Human Resources | Negotiation
  5. Cocacola.es SI1-120

    This case accounts for the initiative of the gamified page cocacola.es, and the success of the platform. Further developments appeared thanks to it, such as the interactive community and a new marketing model for Coca-Cola. With the third edition of the portal, the model was not just validated, but it entered a new plan of promotions for the brand that started online but spread its influence to the offline world.

    Academic Area:
    Digital Technologies & Data Science
  6. Galletas Fontaneda and United Biscuits RH1-120-I

    This case is about how a small town joined together and fought to keep a biscuit factory open that was deeply rooted in their community. The biscuit factory Fontaneda (United Biscuits) did not just provide jobs for many of the locals in Aguilar de Campoo (Spain), the community also relied on it for things like building a school or bus stop. However, the factory operated at only 30 percent capacity, leading them to announce the transfer of all workers and the closure of the factory in 2002. This led to a crisis with lots of backlash and a major confrontation between the workers, citizens and the multinational, which became a public relations disaster for the company. Politicians and union leaders also stepped in, mobilizing against the closing. The case walks readers through the seven months of negotiations between the parties and describes how the crisis was managed. Eventually, the factory was sold to Siro, excluding the brand, and workers were given options to move to another United Biscuits plant, to retire early or to work under Siro. Although there were tough moments during the negotiation process, this was seen as a victory by the union headquarters, and during 2002 and 2003, United Biscuits strongly exceeded its financial performance.

    Academic Area:
    Human Resources | Negotiation
  7. Cocacola.es SI1-120-I

    This case accounts for the initiative of the gamified page cocacola.es, and the success of the platform. Further developments appeared thanks to it, such as the interactive community and a new marketing model for Coca-Cola. With the third edition of the portal, the model was not just validated, but it entered a new plan of promotions for the brand that started online but spread its influence to the offline world.

    Academic Area:
    Digital Technologies & Data Science
  8. Proceso JIT DO1-014-M

    Interacitve case Study comprised of a dynamic comparison of the pull-push processes and a virtual guide of the Ford plant in Almussafes (Valencia).

    Academic Area:
    Operations & Supply Chain Management | Digital Technologies & Data Science | Innovation
  9. JIT process DO1-014-I-M

    Interacitve case Study comprised of a dynamic comparison of the pull-push processes and a virtual guide of the Ford plant in Almussafes (Valencia).

    Academic Area:
    Operations & Supply Chain Management | Digital Technologies & Data Science | Innovation
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