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    9 cases found.

    BRITA: In Search of a Winning Strategy

    By  Amitava Chattopadhyay,  Douglas Milliken,  Nina Paavola
    Add to cart popular extra
    This case describes the meteoric rise of Brita in the US market, following the acquisition of local rights by The Clorox Company in 1989, until a sudden decline in 1999. The case details the various failed strategies attempted by the brand between 1999 and 2006 and poses the question as to what Brita should do to turn its fortunes around.

      Published 01 Jan 2007

      Reference 5426

      Topic Marketing

      Region North America

      Industry Marketing and Advertising

      View case

      BRITA: In Search of a Winning Strategy

      Add to cart popular extra
      • By  Amitava Chattopadhyay,  Douglas Milliken,  Nina Paavola
      • Reference 5426

      • Published 01 Jan 2007

      • Topic Marketing

      • Region North America

      • Industry Marketing and Advertising

      This case describes the meteoric rise of Brita in the US market, following the acquisition of local rights by The Clorox Company in 1989, until a sudden decline in 1999. The case details the various failed strategies attempted by the brand between 1999 and 2006 and poses the question as to what Brita should do to turn its fortunes around.
        View case

        Bombardier and Alstom: The Acela Express

        By  David A. Soberman,  Nicholas Rowell
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        This case charts the process of the souring of the Acela Express, a joint venture of Alstom and Bombardier with Amtrak, the US rail passenger service. Alstom and Bombardier won the contract to install high-speed rail service between Boston and Washington. Soon after the Acela’s launch, technical problems with the train were severe and Bombardier’s relationship with Amtrak became acrimonious.

          Published 01 Jun 2003

          Reference 5117

          Topic Marketing

          Region Global

          Industry Transportation/Trucking/Railroad,  Marketing and Advertising

          View case

          Bombardier and Alstom: The Acela Express

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          • By  David A. Soberman,  Nicholas Rowell
          • Reference 5117

          • Published 01 Jun 2003

          • Topic Marketing

          • Region Global

          • Industry Transportation/Trucking/Railroad,  Marketing and Advertising

          This case charts the process of the souring of the Acela Express, a joint venture of Alstom and Bombardier with Amtrak, the US rail passenger service. Alstom and Bombardier won the contract to install high-speed rail service between Boston and Washington. Soon after the Acela’s launch, technical problems with the train were severe and Bombardier’s relationship with Amtrak became acrimonious.
            View case

            12Snap (Germany, UK, Italy): From B2C Mobile Retailing to B2B Mobile Marketing

            By  Tawfik Jelassi,  Charles Waldman,  Albrecht Enders
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            This case analyses the first years of operation of 12Snap, a German start-up launched in 1999 and considered today the largest mobile marketing channel in Europe. It focuses on the changing market positioning and business model of the company, which evolved from B2C mobile retailing to B2B mobile marketing.

              Published 01 Jan 2002

              Reference 5068

              Topic Marketing

              Region Europe

              Industry E-Commerce,  Marketing and Advertising

              View case

              12Snap (Germany, UK, Italy): From B2C Mobile Retailing to B2B Mobile Marketing

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              • By  Tawfik Jelassi,  Charles Waldman,  Albrecht Enders
              • Reference 5068

              • Published 01 Jan 2002

              • Topic Marketing

              • Region Europe

              • Industry E-Commerce,  Marketing and Advertising

              This case analyses the first years of operation of 12Snap, a German start-up launched in 1999 and considered today the largest mobile marketing channel in Europe. It focuses on the changing market positioning and business model of the company, which evolved from B2C mobile retailing to B2B mobile marketing.
                View case

                Tata Tea Limited (A)

                By  Amitava Chattopadhyay,  Ulrike Wieh
                Add to cart popular award
                In late 1999, India's second largest tea company, Tata Tea, is faced with a highly competitive home market that is about to become more so as impending deregulation takes effect. The company is thus contemplating internationalisation. Tata Tea is grappling with the decision of how to internationalise.

                  Published 01 Jun 2004

                  Reference 5003

                  Topic Marketing

                  Region Asia

                  Industry Food and Beverages Production,  Marketing and Advertising

                  View case

                  Tata Tea Limited (A)

                  Add to cart popular award
                  • By  Amitava Chattopadhyay,  Ulrike Wieh
                  • Reference 5003

                  • Published 01 Jun 2004

                  • Topic Marketing

                  • Region Asia

                  • Industry Food and Beverages Production,  Marketing and Advertising

                  In late 1999, India's second largest tea company, Tata Tea, is faced with a highly competitive home market that is about to become more so as impending deregulation takes effect. The company is thus contemplating internationalisation. Tata Tea is grappling with the decision of how to internationalise.
                    View case

                    Tata Tea Limited (B)

                    By  Amitava Chattopadhyay,  Ulrike Wieh
                    Add to cart
                    In late 1999, India's second largest tea company, Tata Tea, is faced with a highly competitive home market that is about to become more so as impending deregulation takes effect. The company is thus contemplating internationalisation. Tata Tea is grappling with the decision of how to internationalise.

                      Published 14 May 2002

                      Reference 5003

                      Topic Marketing

                      Region Asia

                      Industry Food and Beverages Production,  Marketing and Advertising

                      View case

                      Tata Tea Limited (B)

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                      • By  Amitava Chattopadhyay,  Ulrike Wieh
                      • Reference 5003

                      • Published 14 May 2002

                      • Topic Marketing

                      • Region Asia

                      • Industry Food and Beverages Production,  Marketing and Advertising

                      In late 1999, India's second largest tea company, Tata Tea, is faced with a highly competitive home market that is about to become more so as impending deregulation takes effect. The company is thus contemplating internationalisation. Tata Tea is grappling with the decision of how to internationalise.
                        View case

                        Tata Tea Limited (C)

                        By  Amitava Chattopadhyay
                        Add to cart
                        In late 1999, India's second largest tea company, Tata Tea, is faced with a highly competitive home market that is about to become more so as impending deregulation takes effect. The company is thus contemplating internationalisation. Tata Tea is grappling with the decision of how to internationalise.

                          Published 01 Aug 2004

                          Reference 5003

                          Topic Marketing

                          Region Asia

                          Industry Food and Beverages Production,  Marketing and Advertising

                          View case

                          Tata Tea Limited (C)

                          Add to cart
                          • By  Amitava Chattopadhyay
                          • Reference 5003

                          • Published 01 Aug 2004

                          • Topic Marketing

                          • Region Asia

                          • Industry Food and Beverages Production,  Marketing and Advertising

                          In late 1999, India's second largest tea company, Tata Tea, is faced with a highly competitive home market that is about to become more so as impending deregulation takes effect. The company is thus contemplating internationalisation. Tata Tea is grappling with the decision of how to internationalise.
                            View case

                            Aquagliss / Ultraglide

                            By  Reinhard Angelmar
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                            The case describes the evolution, between the 1970s and the 1990s, of the new product development process in the Calor division of the French SEB group, a world leader in small household durables. Calor has tried out a wide range of different approaches to new product development, some highly successful, others less. Marketing domination of the process was not associated with success.

                              Published 01 Jan 1994

                              Reference 4410

                              Topic Marketing

                              Region Europe

                              Industry Consumer Services,  Marketing and Advertising

                              View case

                              Aquagliss / Ultraglide

                              Add to cart
                              • By  Reinhard Angelmar
                              • Reference 4410

                              • Published 01 Jan 1994

                              • Topic Marketing

                              • Region Europe

                              • Industry Consumer Services,  Marketing and Advertising

                              The case describes the evolution, between the 1970s and the 1990s, of the new product development process in the Calor division of the French SEB group, a world leader in small household durables. Calor has tried out a wide range of different approaches to new product development, some highly successful, others less. Marketing domination of the process was not associated with success.
                                View case

                                Swatch

                                By  Christian Pinson,  Helen Chase Kimball
                                Add to cart award extra
                                Describes the development and international launch of Swatch, the new watch concept that revolutionized the industry. While new competitors inspired by Swatch are mushrooming worldwide, Swatch has expanded into a wide range of accessories and apparel.

                                  Published 01 Jan 1990

                                  Reference 1853

                                  Topic Marketing

                                  Region Global

                                  Industry Consumer Goods,  Marketing and Advertising

                                  View case

                                  Swatch

                                  Add to cart award extra
                                  • By  Christian Pinson,  Helen Chase Kimball
                                  • Reference 1853

                                  • Published 01 Jan 1990

                                  • Topic Marketing

                                  • Region Global

                                  • Industry Consumer Goods,  Marketing and Advertising

                                  Describes the development and international launch of Swatch, the new watch concept that revolutionized the industry. While new competitors inspired by Swatch are mushrooming worldwide, Swatch has expanded into a wide range of accessories and apparel.
                                    View case

                                    The Swatch Concept, 2005: From Swatch to the Smart Car (Background Note)

                                    By  Christian Pinson,  Helen Chase Kimball
                                    Add to cart
                                    Describes the development and international launch of Swatch, the new watch concept that revolutionized the industry. While new competitors inspired by Swatch are mushrooming worldwide, Swatch has expanded into a wide range of accessories and apparel.

                                      Published 01 Jul 2005

                                      Reference 1853

                                      Topic Marketing

                                      Region Global

                                      Industry Consumer Goods,  Marketing and Advertising

                                      View case

                                      The Swatch Concept, 2005: From Swatch to the Smart Car (Background Note)

                                      Add to cart
                                      • By  Christian Pinson,  Helen Chase Kimball
                                      • Reference 1853

                                      • Published 01 Jul 2005

                                      • Topic Marketing

                                      • Region Global

                                      • Industry Consumer Goods,  Marketing and Advertising

                                      Describes the development and international launch of Swatch, the new watch concept that revolutionized the industry. While new competitors inspired by Swatch are mushrooming worldwide, Swatch has expanded into a wide range of accessories and apparel.
                                        View case

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