Management

The Toyota Accident: The Importance of a Good Corporate Image

By |2020-04-02T20:28:01-04:00Diciembre 26th, 2012|

When we think in a company´s corporate image we can assimilate this concept to persons or human beings, which have a personality, a way of behaving or specific cultural backgrounds. In that line, the principal criteria for building a corporate identity have different factors, as same as the individuals have. The most important is related with [...]

Marketing at McDonald’s

By |2020-04-02T20:28:01-04:00Agosto 25th, 2012|

McDonald’s is one of the best known brands worldwide. This case study shows how McDonald’s aims to continually build its brand by listening to its customers. It also identifies the various stages in the marketing process. Branding develops a personality for an organization, product or service. The brand image represents how consumers view the organization. Branding [...]

Innovation in the insulin´s industry: Eli Lilly & Pfizer

By |2020-04-02T20:28:02-04:00Julio 10th, 2012|

Introduction The focus of the present paper is to understand why the pharmaceutical companies Eli Lilly and Pfizer failed in the introduction of what was supposed to be priced premium innovative products like the 100% pure synthetic insulin “Humulin” or the inhalable insulin “Exubera” and make the correspondent recommendations for the future develop of the firms. [...]

Shifting the basis of competition: The DoCoMo opportunity

By |2013-09-10T21:11:30-04:00Junio 25th, 2012|

The company DoCoMo built their strategy for its “i-mode” service around some competitive advantages related with the exclusiveness and restricted access of their for-subscribers content. One main difference form other mobile carriers was that this content was provided by third party partners.   Another brilliant decision was to use young people as initial target customers, because [...]

Looking for Competitive Advantages: The Schwab Company

By |2013-09-12T01:09:17-04:00Junio 3rd, 2012|

The company Schwab has faced diverse threats and opportunities within its life. The first one was in 1975 when the government deregulated the brokerage commissions, permitting the companies to change their strategies on how they competed increasing the rivalry of the existing companies or the potentially new ones (Schilling, 2008). Schwab took advantages of this, providing [...]

Eli Lilly Case: Looking for the pain

By |2013-09-12T02:35:27-04:00Mayo 25th, 2012|

In the year 1995 Eli Lilly and Company (ELC) was enjoying a great success with their results, being by far the largest pharmaceutical firm for diabetes disease in the US, having near the 80 percent of the insulin market. Ron Chance, a Lilly research, said that “We can´t get any better than Humulin. And we can´t [...]

The Genzyme case: Beyond innovation

By |2020-04-02T20:28:02-04:00Mayo 10th, 2012|

The company Genzyme and their starting product Ceredase are clear examples of a firm that went beyond innovation, reaching the status of a real entrepreneurship firm. The company started its operation in the year 1981, and was formed by a group of scientist that worked investigating genetically inherited enzyme diseases. In further years they generated excellent results, [...]

Doing Business in Brazil: The Walmart and Lenovo cases

By |2020-04-02T20:28:02-04:00Abril 30th, 2012|

Brief Story of Brazil Brazil is the 5th largest economy in the world, and by coincidence is also the 5th country by population and area, with an estimate population of 200 million people toward the year 2007. In his history has been an important source of raw materials and natural resources like coffee, sugar, soy beans, [...]

Stages of Marketing Research Process

By |2020-04-02T20:28:02-04:00Marzo 11th, 2012|

Step 1: Problem Definition The first step in any marketing research project is to define the problem. In defining the problem, the researcher should take into account the purpose of the study, the relevant background information, what information is needed, and how it will be used in decision making. Problem definition involves discussion with the decision [...]

Wendy´s Case: Marketing Research to Resolve a Management Problem

By |2013-09-13T20:41:58-04:00Marzo 2nd, 2012|

Executive Summary Wendy´s is a restaurant chain that is immersed in the Fast Food Restaurant Industry where we can find companies that compete in different segments, being Burger, Sandwich, Snacks/Beverages, Chicken and Pizza the most important. By system wide sales, Wendy´s Company is the number 4 in the US; behind McDonalds, Subway and Burger King, they [...]

Starbucks: A Marketing Research Lesson

By |2020-04-02T20:28:02-04:00Enero 27th, 2012|

When thinking in Starbucks, we recall on one of the largest coffeehouse companies in the world (Malhotra, 2010). But what makes Starbucks so special that has grown from no more than 2.400 stores 12 years ago to almost 17.000 stores around the world right now? (2010 Annual Report Form 10-K, 2011) We can find the answer [...]

Research Design for Accurate Decisions

By |2020-04-02T20:28:02-04:00Enero 20th, 2012|

Since Dell Inc. was created, their main strategy has been to use a low-cost and direct-sales model focused on maximizing the benefits of the company´s costumers. They don’t have property systems and offer diversified products and services related with desktops, PCs and Handhelds. With this low cost customers focused strategy they become the number one direct-sale [...]

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