Innovation

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  1. elBullifoundation: A Delicate Experiment MK1-151-I

    The closing of elBulli as a restaurant on 30 July, 2011 gave rise to a new milestone - the creation of a new organisation, elBullifoundation - which emerges as a universe for the generation of creativity. The goal is to design the project as a stellar space for knowledge within the new cooking paradigm for the coming decades. Revolving around creativity, the space is both integrating and interdisciplinary, given that the creative process is connected to philosophical reflection, the arts, science, practice and technology.

    This case explores the transition of the successful haute couture restaurant, ElBulli, into an innovation centre based on digital technology, called the elBullifoundation. Students will explore topics such as brand management, strategy changes, business model transformation, and positioning.

    Academic Area:
    Marketing & Communications
  2. Rosa Vañó and Castillo de Canena CO1-259-I-M

    This case study tells the story of the gourmet olive oil company Castillo de Canena highlighting the professional career developments of its protagonists. It focuses on Rosa Vañó who just before her 40th birthday left an executive role at Coca-Cola to manage a new family business line in the olive oil company with her brother. She had given up what promised to be a brilliant career to take up a new professional challenge in a small company that is fast becoming her personal dream. It shows the dilemmas of such a decision and details the first successes and failures.

    The case puts the student into the picture with graphs and audiovisuals in depth interviews of the transformation of the company the people and their future challenges. It also includes the description of the strategy formulation process followed by the Vañó siblings as well as of their first strategic plan. It concludes with Rosa and Francisco Vañó reflecting on the future of the company. The economic crisis and the proliferation of new products have made it more difficult to achieve success through a differentiation strategy. In this context they have received an offer to buy the company which has both strategic and personal implications: Should they sell the company? Should they make the career shift from owners to managers?

    This case study can be taught as part of core MBA subjects like Organizational Behavior about career management and career transition. The case has been particularly useful in Organizational Behavior modules designed for experienced audiences, since they are more likely to be receptive to the career transition story described in the case.

    Academic Area:
    Organisational Behaviour | Innovation
  3. AEDAS AR1-006-I-M

    This interactive multimedia case describes Aedas a leading architectural firm which has developed a strong research culture. This has led to the creation of specialist groups within the firm for the main R&D fields at stake.

    The case touches different aspects such as innovation ROI knowledge management business-IT alignment inside a professional services firm and includes several rich graphic elements such as videos of the company’s protagonists and a decision tool where students have to think about the new setup of a research project at AEDAS.

    The case study is designed to be discussed in one session with the support and guidance of the professor in areas such as Innovation Management, Project Management and Information Systems and Technology.

    Academic Area:
    Operations & Supply Chain Management | Innovation
  4. Hotel IPSUM: a marketing and commercial strategy to … MK1-149-I

    Faced with the challenge of improving both sales and profitability of Bogota, Colombia’s 5-star Hotel Ipsum, General Manager Rafael Escobedo had to take into consideration the political, social, economic and technological factors working for and against him. A customer base principally traveling for business and higher room occupancy during the week than weekends coupled with a virtually non-existent marketing plan was the primary obstacle standing between Escobedo and achieving higher profitability for Hotel Ipsum. In order to do so, radical changes would have to be made in order to keep the hotel, and his job, from being negatively affected. This case will help students learn the various factors that affect how hotels remain competitive without losing profits in an ever-changing and challenging market.

    Academic Area:
    Marketing & Communications
  5. The Marketing Plan MK2-140-I-M

    This multimedia tutorial will help students prepare a marketing plan for their business. With the help of a real example (Whisky DYC) the different parts of the marketing plan will be explained from the business mission and vision to the expected results and control mechanisms.

    A game based on the mission and visions of different companies and an exercise on the action plan of Whisky DYC are also included in the tutorial.

    Academic Area:
    Marketing & Communications
  6. Social Media Marketing MK2-139-I-M

    This tutorial introduces basic concepts of the use of social media in marketing. A description of eight different tools and their general usage key features business application and some mini case studies are provided.

    Some multimedia material and a scavenger hunt of IE’s social media profiles round up the proposal and help students to assimilate the social media concepts and how to use them in marketing.

    Academic Area:
    Marketing & Communications
  7. Positioning MK2-138-I-M

    The Positioning tutorial shows the basic concept of positioning segmentation and differentiation in a didactical and entertaining way.

    With the help of an introductory animation different ways of segmenting are shown and positioning is underlined as one of the strategic pieces of a marketing plan. Different multimedia examples and some short exercises complete the material.

    Academic Area:
    Marketing & Communications
  8. 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
  9. 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
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