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  1. Airbnb: Disrupting the hotel industry? DE1-217-I

    The case describes the creation and growth process of a company of the so called shared economy with a platform business model, which was potentially disruptive for the hotel industry. Using the setting of the Airbnb entry in Spain and the response of the hotel industry, the case looks in detail at the nature of the business model of a sharing economy firm and the challenges its advancement posed for the industry.

    The case provides insights into some of the different parts of Airbnb's business model: how it creates and captures value, how a company with fewer resources is able to compete and overcome its rivals and threaten a powerful industry, when the success of its business is based on the trust of its users because the company does not guarantee safety.

    This case helps us to understand the challenges that the growth of Airbnb poses for the hotel industry and reflect on the factors that made this business model so successful.

    Academic Area:
    Strategy | Entrepreneurship | Marketing | Innovation
  2. AirBnB: ¿Desestabilizando la industria hotelera? DE1-217

    The case describes the creation and growth process of a company of the so called shared economy with a platform business model, which was potentially disruptive for the hotel industry. Using the setting of the Airbnb entry in Spain and the response of the hotel industry, the case looks in detail at the nature of the business model of a sharing economy firm and the challenges its advancement posed for the industry.

    The case provides insights into some of the different parts of Airbnb's business model: how it creates and captures value, how a company with fewer resources is able to compete and overcome its rivals and threaten a powerful industry, when the success of its business is based on the trust of its users because the company does not guarantee safety.

    This case helps us to understand the challenges that the growth of Airbnb poses for the hotel industry and reflect on the factors that made this business model so successful.

    Academic Area:
    Strategy | Entrepreneurship | Marketing | Innovation
  3. ACB Endesa Sponsorship MK1-161-I

    Time is ticking for Endesa, an electrical company that sponsors the ACB (Spanish Basketball League), to decide whether to renew their sponsorship of the ACB or part ways. After a four year contract originally signed to help reposition the Endesa's brand, they cannot ignore that interest in their league is waning, many top Spanish players are drafted by the NBA, or ACB's inability to find a sustainable and profitable business model in the Is this the end of Endesa and ACB’s relationship or simply a short break?

    Academic Area:
    Marketing
  4. Patrocinio de Endesa de la ACB MK1-161

    Time is ticking for Endesa, an electrical company that sponsors the ACB (Spanish Basketball League), to decide whether to renew their sponsorship of the ACB or part ways. After a four year contract originally signed to help reposition the Endesa's brand, they cannot ignore that interest in their league is waning, many top Spanish players are drafted by the NBA, or ACB's inability to find a sustainable and profitable business model in the Is this the end of Endesa and ACB’s relationship or simply a short break?

    Academic Area:
    Marketing
  5. HUAWEI Spain: Everybody Can Be A Dancer CM1-005-I

    This case study discusses Huawei's history and development in Spain. It analyses the telecom operator's origins and culture and the way it entered the Spanish market by focusing on bringing corporate communications in-line with the company's business strategy in order to create awareness, change the firm's image and construct a corporate reputation for its different interest groups. The case study also explains how Huawei's communications department developed as the business grew and illustrates how it overcame the west's prejudices about Asian companies.

    Academic Area:
    Strategy | Marketing | Others
  6. HUAWEI España: Everybody Can Be A Dancer CM1-005

    This case study discusses Huawei's history and development in Spain. It analyses the telecom operator's origins and culture and the way it entered the Spanish market by focusing on bringing corporate communications in-line with the company's business strategy in order to create awareness, change the firm's image and construct a corporate reputation for its different interest groups. The case study also explains how Huawei's communications department developed as the business grew and illustrates how it overcame the west's prejudices about Asian companies.

    Academic Area:
    Strategy | Marketing | Others
  7. Fabric Softeners MK1-157-I-M

    This multimedia case has been developed as an interactive single-player simulation. It presents a real life situation of how to use market research in a business context; in the specific case of revenue growth through an increase in consumption. The case covers all the steps within market research; secondary data analysis, the actual design of the market research, and the development of the marketing plan. The case is closely based around a consumer goods giant, however the details of the company have been disguised.

    Through an interactive interface students will review the market research methodologies, analyze key qualitative insights and quantitative data; and more importantly experience first-hand the decision making process behind market research. All this under the intriguing framework of developing the Fabric Softener category in a number of developing countries (Mexico, Russia, Poland, Hungary, and The Philippines, among others).

    By working through this case study, students will learn about market research and at the same time have the opportunity to put into practice their knowledge. They will understand how to use the information obtained from the research to guide investment choices, both in terms of selection of countries as well as specific marketing and promotional activities.

    This simulation can be used as part of a marketing fundamentals course or in a more specialized market research course. It can be used in master programs such as MBA, Master in Management, Master in Marketing Research or degree/university level courses with students that have some previous knowledge in marketing issues and marketing research tools and methodologies. It can also be used in executive education programs.

    Academic Area:
    Marketing
  8. Suavizantes para la ropa MK1-157-M

    This multimedia case has been developed as an interactive single-player simulation. It presents a real life situation of how to use market research in a business context; in the specific case of revenue growth through an increase in consumption. The case covers all the steps within market research; secondary data analysis, the actual design of the market research, and the development of the marketing plan. The case is closely based around a consumer goods giant, however the details of the company have been disguised.

    Through an interactive interface students will review the market research methodologies, analyze key qualitative insights and quantitative data; and more importantly experience first-hand the decision making process behind market research. All this under the intriguing framework of developing the Fabric Softener category in a number of developing countries (Mexico, Russia, Poland, Hungary, and The Philippines, among others).

    By working through this case study, students will learn about market research and at the same time have the opportunity to put into practice their knowledge. They will understand how to use the information obtained from the research to guide investment choices, both in terms of selection of countries as well as specific marketing and promotional activities.

    This simulation can be used as part of a marketing fundamentals course or in a more specialized market research course. It can be used in master programs such as MBA, Master in Management, Master in Marketing Research or degree/university level courses with students that have some previous knowledge in marketing issues and marketing research tools and methodologies. It can also be used in executive education programs.

    Academic Area:
    Marketing
  9. Bringing energy to paradise: Finding the best market … MK1-159-I

    This case is about Distributed Power Inc., a power generation provider that is looking to expand its business in Central America and the Caribbean in order to take advantage of the untapped market there.

    It starts by describing political, environmental, social and technological aspects of the energy industry, pointing out its many challenges. It then introduces combined heat and power (CHP) systems as a possible solution in order to create energy in a cheaper and more reliable way. It explains how CHP has already been implemented by Distributed Power in some countries in Latin America but there is still an opportunity in Central America and the Caribbean, especially due to the very high cost of electricity there.

    The company must decide where to go by taking into account the industries which require significant amounts of energy and the regulatory framework, GDP, GDP per capita, ease of doing business, access to electricity, electricity infrastructure and electricity installed generation capacity in each country. At the end of the case, descriptions of ten different countries with key data are included that can be used to help analyze where Distributed Power Inc. should go.

    Academic Area:
    Marketing
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