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 CasesNegative Reviews Can Boost Sales Even More Than Positive Ones
作者姓名:Ordabayeva, Nailya;Meeker, Amy
商品類型:Cases商品編號:F2206B
出版日期:2022/11/01商品頁數:3p

A new study shows that when customers identify with a brand, an attack from an "outsider" will spur them to defend it by purchasing it.

 CaseThe Pokemon Company: Evolving into an Everlasting Brand
作者姓名:Amano, Tomomichi;Nomura, Masaki
商品類型:Case商品編號:9-523-022
出版日期:2022/09/30商品頁數:18p

 

 CaseRed Bull Spreads its Wiiings
作者姓名:Tavassoli, Nader
商品類型:Case商品編號:LBS327
出版日期:2022/09/01商品頁數:11p

Thirty-five years after its founding, the Red Bull energy drinks business continued to show strong growth globally. Over the years, the company had expanded its product line with different variants, such as sugar-free and flavoured Editions. More recently, the company had launched a sub-branded The Organics by Red Bull range that sat outside the energy-drinks category, and the AlphaTauri functional-fashion brand. The company had renamed one of its .....more

 CaseBajaj Finance: Building an Omnipresent Financial Services Firm
作者姓名:Narayandas, Das;Tahilyani, Rachna
商品類型:Case商品編號:9-523-040
出版日期:2022/08/25商品頁數:33p

 

 CaseZalora: Data-Driven Pricing Recommendations
作者姓名:Israeli, Ayelet
商品類型:Case商品編號:9-523-032
出版日期:2022/08/19商品頁數:6p

This exercise can be used in conjunction with the main case "Zalora: Data-Driven Pricing" to facilitate class discussion without requiring data analysis from the students. Instead, the exercise presesnts reports that were created by the data science team to answer the pricing question presented in the case. The students analyze those reports to facilitate learnings about data genertaing process, descriptive analysis, statistical analysis, .....more

 CaseRetail Media Networks
作者姓名:Ascarza, Eva;Israeli, Ayelet;Chammas, Celine
商品類型:Case商品編號:9-523-029
出版日期:2022/08/11商品頁數:12p

In 2022, retail media was one of the fastest growing segments in digital advertising. A retail media network (RMN) allows a retailer to use its assets for advertising. Retailers set up an advertising business by allowing marketers to buy advertising space across their different channels, such as their website or mobile application as well as physical stores or other properties the retailer owns or partners with. The value proposition retailers offer .....more

 CaseLooking for a Sustainable Model at Brazilian Edtech Start-up Resilia
作者姓名:Guissoni, Leandro;Migliora Neto, Luiz;Aidar, Marcelo Marinho
商品類型:Case商品編號:UV8546
出版日期:2022/08/04商品頁數:12p

The fast-growing educational technology start-up Resilia had successfully initiated its operations in Brazil. It trained full stack developers and connected them with entry-level jobs at unicorn start-up companies such as iFood, Stone, and Nubank, as well as traditional established companies going through a digital transformation process, such as Globo, one of Brazil''s largest media conglomerates. After two years of growth between 2019 .....more

 CaseOOFOS Recovery Footwear
作者姓名:Gupta, Sunil;Chammas, Celine
商品類型:Case商品編號:9-523-003
出版日期:2022/08/03商品頁數:22p

 

 CaseChetak: Revitalizing a Legacy Brand from the Past to the Future
作者姓名:ANAND, JAYETI;GUPTA, TANVI;Pedada, Kiran;Pingali, Srinivas
商品類型:Case商品編號:ISB328
出版日期:2022/07/26商品頁數:18p

The case elaborates the relaunch of Chetak, the iconic scooter brand by Bajaj Auto Limited (BAL), from the perspective of brand identity, legacy brands, and brand extension authenticity. It traces the journey of Chetak from being the market leader in the Indian two-wheeler segment in the 1970s and 1980s to its gradual exit from the market in 2005. With the discontinuation of Chetak, BAL completely withdrew from the scooter market in India to build .....more

 CaseIntegrated Centre for Consultancy Private Limited: Public Relations in India
作者姓名:Kumra, Rajeev
商品類型:Case商品編號:W27236
出版日期:2022/07/21商品頁數:10p

Integrated Centre for Consultancy Private Limited (ICCPL) was a small company operating in India''s public relations (PR) industry. ICCPL was a successful and established company in this industry, with a focus on a niche segment of the market-real estate firms that offered affordable housing and operated on thin margins. ICCPL''s strong client relationships had resulted in an excellent track record for executive brand building and .....more