The European Recycling Platform was the only pan-European recycling organization created in response to the groundbreaking European Union directive promoting e-waste recycling. Braun, Electrolux, HewlettPackard, and Sony introduced ERP in 2002 as an alternative to the monopoly waste collection systems that existed in various European countries at the time. ERP was based on the principle …
Vivian Yuan aims to support the fundraising efforts and investment goals of the Tsinghua University Education Foundation in a new era of Chinese higher education. Competing with the elite C9 League members of China’s top universities, she must develop a range of incentives and benefits for alumni and unaffiliated donors that can fill gaps in …
The Porsche 911 has long been the face of the company’s product range. Over the years, Porsche has added models that are either above or below the 911, but only the cheapest models have sold well. Porsche appears to be struggling between what one manager calls “target market appeal” and “brand equity.” This case provides …
Parfums Cacharel, a division of L’Oréal, had a dominant position in the European market with the number one and number two of the best-selling fragrances: Anaïs Anaïs and Loulou held a dominant position of 15% per year and Cacharel was a brand The job of Dimitri Katsachnias, Cacharel’s new managing director, is to turn the …
This notice supports the cases used in the Marketing Analytics elective by Darden. Marketing analytics powered by “Big Data” promises to shift marketing strategy from an intuitive discipline to a fact-based decision-making process. Based on interactions with more than 100 executives at conferences, training seminars, case study development, and consulting projects, this technical note serves …
In October 2014, Bruce Miller, director of marketing and development and co-owner of The WORKS Gourmet Burger Bistro, considered changes to the structure, level and presentation of prices in his restaurants. The WORKS was Ontario’s leading full-service hamburger restaurant chain and was the fastest-growing full-service restaurant in Canada in 2013, growing 50% year-over-year. In the …
D.light is one of the leading manufacturers of solar powered lighting technology specially developed for the world’s poorest customers. With more than 7 million lights sold since 2007, the company is relatively successful. However, selling to the poorest customers has not achieved the desired level of penetration management, and the company is currently struggling with …
While companies brand their products and services in many different ways, there are a few key principles that help define an optimal brand portfolio and associated brand architecture. The brand portfolio strategy involves designing, implementing and managing multiple brands as a coordinated portfolio of significant assets that meet the needs of different clients in a …
Martha Radosevich, president of Health Payment Review, a small software startup, faces a serious cash flow problem: Health Payment Review built a PC-based prototype, but ran out of money to build a commercially acceptable mainframe product . As an interim measure to generate money, Marcia tries to sell the prototype PC, but is opposed by …
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