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197 cases found.

Google in Russia: Leveraging Digital Analytics and Intelligence for Sustainable Growth

By  Joerg Niessing,  Pascale Balze
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In October 2012, Dmitry Kuznetsov was appointed Country Marketing Director for Google Russia (Google RU). His primary objective was to propel Google RU ahead of the local champion Yandex, to the number one position in the Russian internet search market, leveraging Google’s digital intelligence and analytics products to win clients in a B2B setting.

    Published 18 Feb 2020

    Reference 6557

    Topic Marketing

    Region Europe

    Industry Computer Networking

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    Google in Russia: Leveraging Digital Analytics and Intelligence for Sustainable Growth

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    In October 2012, Dmitry Kuznetsov was appointed Country Marketing Director for Google Russia (Google RU). His primary objective was to propel Google RU ahead of the local champion Yandex, to the number one position in the Russian internet search market, leveraging Google’s digital intelligence and analytics products to win clients in a B2B setting.
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      The Neuromarketing Toolkit

      By  Hilke Plassmann,  Aiqing Ling
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      “The Neuromarketing Toolkit” provides an introduction to the nascent field of neuromarketing for interested practitioners and participants of MBA and executive education programmes. It begins with an overview of why and when neuroscience can be useful as a market research method, what tools exist, and what they can bring to the table.

        Published 06 Mar 2020

        Reference 6497

        Topic Marketing

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        The Neuromarketing Toolkit

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        “The Neuromarketing Toolkit” provides an introduction to the nascent field of neuromarketing for interested practitioners and participants of MBA and executive education programmes. It begins with an overview of why and when neuroscience can be useful as a market research method, what tools exist, and what they can bring to the table.
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          WeWork - Service Excellence through Business Model Innovation: Creating Outstanding Customer Experiences by Leveraging Data, Analytics and Digital Technologies

          By  Wolfgang Ulaga,  Joerg Niessing,  Nancy J. Brandwein
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          WeWork has seen a decade of growth with a disruptive new service business model in a rapidly transforming industry: shared office space for start-ups (and increasingly for big companies) thanks to its understanding of workplace trends such as the ‘gig’ economy, the rise of millennials and Generation Z in the workforce, more collaborative office work and tech-enabled mobility of employees.

            Published 02 May 2019

            Reference 6488

            Topic Marketing

            Region Global

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            WeWork - Service Excellence through Business Model Innovation: Creating Outstanding Customer Experiences by Leveraging Data, Analytics and Digital Technologies

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            WeWork has seen a decade of growth with a disruptive new service business model in a rapidly transforming industry: shared office space for start-ups (and increasingly for big companies) thanks to its understanding of workplace trends such as the ‘gig’ economy, the rise of millennials and Generation Z in the workforce, more collaborative office work and tech-enabled mobility of employees.
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              Perfume Branding: Strategies for Succeeding in India's Fragrance Market

              By  Amitava Chattopadhyay,  Haiyang Yang
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              This case explores how an Indian firm breaks into a product category dominated by international players. Titan, a Tata Group subsidiary and leading jewellery firm, wants to enter the fragrance category and challenge established foreign brands.

                Published 28 Jun 2019

                Reference 6458

                Topic Marketing

                Region Asia

                Industry Consumer Goods,  Luxury Goods and Jewelry

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                Perfume Branding: Strategies for Succeeding in India's Fragrance Market

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                This case explores how an Indian firm breaks into a product category dominated by international players. Titan, a Tata Group subsidiary and leading jewellery firm, wants to enter the fragrance category and challenge established foreign brands.
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                  Digitally-powered Customer-centricity in the Industrial Gas Sector: The Air Liquide-Airgas Merger

                  By  David Dubois,  Jean-Michel Moslonka
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                  Air Liquide, a leader in centric industrial and healthcare gases, seeks to develop ‘customer intimacy’ through digital technologies following its acquisition of US company Airgas. VP Olivier Blachier is tasked to articulate for the board a vision of customer centricity and a digital strategy.

                    Published 25 Mar 2019

                    Reference 6446

                    Topic Marketing

                    Region Global

                    Industry Oil & Energy

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                    Digitally-powered Customer-centricity in the Industrial Gas Sector: The Air Liquide-Airgas Merger

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                    Air Liquide, a leader in centric industrial and healthcare gases, seeks to develop ‘customer intimacy’ through digital technologies following its acquisition of US company Airgas. VP Olivier Blachier is tasked to articulate for the board a vision of customer centricity and a digital strategy.
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                      Transforming Luxury Distribution in Asia: Bluebell's Makeover in the Face of Digital Disruption

                      By  David Dubois,  Frederic Godart,  Jean Wee
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                      For over 60 years, Bluebell, a major actor in the luxury B2B ecosystem, has been helping Western luxury brands such as Louis Vuitton, Davidoff, Moschino, Manolo Blahnik or Jimmy Choo enter key Asian markets.

                        Published 29 Oct 2018

                        Reference 6443

                        Topic Marketing

                        Region Asia

                        Industry Wholesale,  Luxury Goods and Jewelry

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                        Transforming Luxury Distribution in Asia: Bluebell's Makeover in the Face of Digital Disruption

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                        For over 60 years, Bluebell, a major actor in the luxury B2B ecosystem, has been helping Western luxury brands such as Louis Vuitton, Davidoff, Moschino, Manolo Blahnik or Jimmy Choo enter key Asian markets.
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                          Kuoni: Missing the Digital Boat - The Downfall of an Icon in the Travel Industry

                          By  Joerg Niessing,  Jan Sedlacek,  Lisa Duke
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                          !!!Supporting slides are available for instructors under the “Teaching note" button!!!

                            Published 21 Feb 2019

                            Reference 6427

                            Topic Marketing

                            Industry Leisure, Travel and Tourism

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                            Kuoni: Missing the Digital Boat - The Downfall of an Icon in the Travel Industry

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                            !!!Supporting slides are available for instructors under the “Teaching note" button!!!
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                              The Carrot Rewards Wellness App: Innovating in the Behaviour Change Market

                              By  Pierre Chandon,  Shilaan Alzahawi
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                              Serial social entrepreneur Andreas Souvaliotis is looking at new ways to achieve his lifelong mission: to improve the health and wellness of his Canadian compatriots. His previous venture, Green Rewards, demonstrated the power of loyalty rewards to promote environmentally-conscious purchases.

                                Published 31 Aug 2018

                                Reference 6424

                                Topic Marketing

                                Region North America

                                Industry Computer Software,  Health, Wellness and Fitness

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                                The Carrot Rewards Wellness App: Innovating in the Behaviour Change Market

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                                Serial social entrepreneur Andreas Souvaliotis is looking at new ways to achieve his lifelong mission: to improve the health and wellness of his Canadian compatriots. His previous venture, Green Rewards, demonstrated the power of loyalty rewards to promote environmentally-conscious purchases.
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                                  Can 3G Capital Make Burger King Cool Again? Brand Building under Zero-based Budgeting

                                  By  Pierre Chandon,  Laura Heely,  Fernando Machado
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                                  Four years after acquiring the business, 3G Capital had managed to put Burger King back in growth mode. However, the Burger King brand itself was still lacking momentum and it was unclear if its celebrity-heavy ad campaign would work.

                                    Published 25 Jun 2018

                                    Reference 6402

                                    Topic Marketing

                                    Region Global

                                    Industry Restaurants,  Food and Beverages Production,  Health, Wellness and Fitness

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                                    Can 3G Capital Make Burger King Cool Again? Brand Building under Zero-based Budgeting

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                                    Four years after acquiring the business, 3G Capital had managed to put Burger King back in growth mode. However, the Burger King brand itself was still lacking momentum and it was unclear if its celebrity-heavy ad campaign would work.
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                                      waterdrop®: Changing the Paradigms of the Beverage Industry with Limited Resources and Digital Marketing

                                      By  Joerg Niessing,  Carla Baumer,  Anne-Marie Carrick
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                                      In the non-alcoholic beverage industry, barriers to entry are low as production is relatively easy. Although thousands of new drinks flood the market each year, the non-alcoholic segment provides fertile ground for innovative start-ups. In a mass-market dominated by big players, branding is key.

                                        Published 28 Jun 2019

                                        Reference 6399

                                        Topic Marketing

                                        Region Global

                                        Industry Food and Beverages Production

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                                        waterdrop®: Changing the Paradigms of the Beverage Industry with Limited Resources and Digital Marketing

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                                        In the non-alcoholic beverage industry, barriers to entry are low as production is relatively easy. Although thousands of new drinks flood the market each year, the non-alcoholic segment provides fertile ground for innovative start-ups. In a mass-market dominated by big players, branding is key.
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                                          Building an Aspirational High-End Brand through Cultural Engagement: Absolut Vodka's Love Affair with Art

                                          By  David Dubois,  Frederic Godart,  Brian Henry,  Vadim Grigorian
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                                          The case goes back in time to the ‘golden age’ of Absolut when contemporary artists like Andy Warhol and Keith Haring painted the unusual bottle to the amazement of the global arts community. The nearly accidental collaboration with artists in the glorious years turned the brand into a must-have aspirational drink to be consumed at chic bars and art fairs.

                                            Published 26 Mar 2018

                                            Reference 6375

                                            Topic Marketing

                                            Region Europe

                                            Industry Wholesale,  Food and Beverages Production

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                                            Building an Aspirational High-End Brand through Cultural Engagement: Absolut Vodka's Love Affair with Art

                                            Add to cart
                                            The case goes back in time to the ‘golden age’ of Absolut when contemporary artists like Andy Warhol and Keith Haring painted the unusual bottle to the amazement of the global arts community. The nearly accidental collaboration with artists in the glorious years turned the brand into a must-have aspirational drink to be consumed at chic bars and art fairs.
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                                              Jaguar Land Rover: Towards a Customer-Centric Organisation - Leveraging Customer Intelligence and Data Analytics for Sustainable Growth

                                              By  Joerg Niessing,  Brian Henry,  Kay Peters
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                                              The case looks at the enormous disruption affecting the entire automotive industry through the eyes of a recently hired CRM expert at the British premium car maker Jaguar Land Rover who keeps the marketing team grounded by taking a customer-centric approach.

                                                Published 26 Mar 2018

                                                Reference 6354

                                                Topic Marketing

                                                Region Global

                                                Industry Automotive

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                                                Jaguar Land Rover: Towards a Customer-Centric Organisation - Leveraging Customer Intelligence and Data Analytics for Sustainable Growth

                                                Add to cart popular
                                                The case looks at the enormous disruption affecting the entire automotive industry through the eyes of a recently hired CRM expert at the British premium car maker Jaguar Land Rover who keeps the marketing team grounded by taking a customer-centric approach.
                                                  View case