MECCA-COLA: MENSAJE EN UNA BOTELLA GE1-111
Mathlouthi had been for a long time very unsatisfied by the American policy in the Middle East. This disappointment soon turned into a boycott on products perceived by consumers as a symbol of American hegemony. With the possibility of war in Iraq, the boycott intensified and became a global phenomenon during the year 2002. The affected companies were, for example, Burger King, McDonald's, Starbucks, Pepsi and Coke.
Trying to involve his family in this campaign, Mathlouthi encouraged his son, consumer of Coca-Cola, to stop drinking it: "Agree-said the child, but you have to offer me another alternative drink". Solving this puzzle became a personal challenge to Mathlouthi and began to look for a solution.Academic Area:Strategy | Entrepreneurship | Marketing & Communications | Innovation
Cosméticos Vichy Francia: ¿Blog o no blog? SI1-104
On May 20th 2005 Delphine, product manager forVichy’s French subsidiary perhaps had one of her worst days professionally speaking. She had to present public apologies to her clients for the false blog created due to the launching of a new anti-aging cosmetic product.
Soon, it became a scandal of mass proportions and it appeared on main French newspapers. This is why the top management ofVichyFrancehad to make plans for a response strategy. The question now was to know if they should act nationwide using traditional communication methods or new methods. Or simply just let some time go by for the problem to be forgotten.
What to do with the blog then?Academic Area:Digital Technologies & Data Science
In this interactive case students take on the role of marketing director of Paradores during a time of uncertainty regarding the hotel chain's future. After reviewing information surrounding the current industry climate students must develop the marketing plan for the following year.
The material emphasizes the decisions that must be taken when developing a marketing plan. The student is guided through the initial stages segmentation of the market differentiation and positioning before having to select appropriate marketing actions for the four P's.Academic Area:Marketing & Communications
Expatriación: cuando la conciliación familia-trabajo … CO2-101
As a result of globalization, companies are increasingly operating on an international scale and must therefore be prepared to operate in culturally diverse locations. One of the ways in which companies make their way out of their country is through the expatriation of employees. There are a number of factors that can influence whether the expatriate's adaptation process is more or less successful.
The expatriation experience is a process that includes several phases: selection, training, adaptation and repatriation. Both the person and the company must know what these phases are and act appropriately in each of them to ensure the success of the expatriation.Academic Area:Organisational Behaviour | Human Resources
This case analyzes the trajectory of Workcenter SGD, a Spanish company that offers digital reprography services, from the time of its founding in 1998 up to the beginning of 2005. By that time, the company had surpassed the first growth phase and was confronting important issues concerning its medium and long-term future.Academic Area:Strategy | Entrepreneurship | Marketing & Communications | Innovation
Información Financiera, Auditoría y Gobierno Corpora … CF2-103
This technical note explains the interrelation between financial information and corporate governance. Its objective is to analyze the mechanisms used by firms to ensure transparency and credibility: internal control, external audit and actions to strengthen enforcement.Academic Area:Financial Accounting
Tomás Gamboa en Alimentaria S.A. (C) CO1-101-C
Here we can see how the 360º feedback questionnaire was created, which were the processes, what values were highlighted and what should be reduced. Once the questionnaire was created and delivered to the board to reproduce it for the rest of the company, they were able to gradually create the ideal manager profile. Then they created a relationship between coach and coachee that allowed the employee to grow within the company and create the feeling of wellbeing within Alimentaria S.L.Academic Area:Organisational Behaviour
Tomás Gamboa en Alimentaria S.A. (A) CO1-101
Alimentaria S.A. goes through the fusion of two of its business units: Fructosa and Selecta. They are very different from one another, with different ways of doing business but with one problem in common: lack of leadership closeness of the bosses. What can the HR Director do to solve this issue?Academic Area:Organisational Behaviour