Why Wal-Mart uses different brands?
Intercultural Communication In today’s changing and demanding world, companies or maybe we have to say transnational companies are trying to [...]
Master Dog “Dog Lover” marketing campaign in UK
Introduction The present report is to analyze a marketing communication campaign that has been developed in the country of Chile [...]
Marketing Communications strategy in a global basis: The McDonald´s example
One of the major challenges for companies in these days is the development and implementation of their marketing communications strategy [...]
Ethnographic Research Method for Business Applications
Introduction The present study wants to reveal what is the qualitative Ethnographic Research (ER) method about, what is their scope, [...]
Kit Kat: The rising power of customers
The marketing communications theories have changed in the last decades, the traditional way of making advertising has less influence, the [...]
Marketing at McDonald’s
McDonald’s is one of the best known brands worldwide. This case study shows how McDonald’s aims to continually build its [...]
Seminario Internacional Redes Sociales en Universidad de Chile
El 5 de julio, Iniciativa Científica Milenio y Educación Ejecutiva de Ingeniería Industrial organizaron el Seminario Internacional “Redes sociales: desafíos en [...]
How to Define a Marketing Research Problem
Preparing a perfect marketing research report depends on the research problem statement. The more clear and comprehensible your problem statement [...]
Innovation in the insulin´s industry: Eli Lilly & Pfizer
Introduction The focus of the present paper is to understand why the pharmaceutical companies Eli Lilly and Pfizer failed in [...]
Voice of Customers: Lessons from Hyundai and MarketSoft
The Hyundai example shows us an innovative way to restructure a product like their 2007 Santa Fe model. This ethnographic [...]
Pfizer´s Exubera: Changing the strategy, looking for new customers
As we saw in the Eli Lilly case, the company tried to sell products like the synthetic insulin Humulin, where [...]
Shifting the basis of competition: The DoCoMo opportunity
The company DoCoMo built their strategy for its “i-mode” service around some competitive advantages related with the exclusiveness and restricted [...]
The amazing iPod: “Open the pod bay door, HAL”
It´s amazing how the iPod was developed. We can make the questions, what drives an innovative product? The technology, the [...]
Looking for Competitive Advantages: The Schwab Company
The company Schwab has faced diverse threats and opportunities within its life. The first one was in 1975 when the [...]
Eli Lilly Case: Looking for the pain
In the year 1995 Eli Lilly and Company (ELC) was enjoying a great success with their results, being by far [...]
