Service in NYC Dry Wall Competitive Threat Organ Donation Case Central Power Chemicals, Inc. Hospital Profitability Contact Lens Manufacturer Growth TABLE OF CONTENTS (CONT’D) 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. E-commerce in the Airline Industry Big Green Biofuels New Rubber Plant Investment Asian Mobile Service Provider Radiator Lens for Defense Aircraft Capital Investment for Utility Electric Car Manufacturer Growth Miner’s Dilemma Big Truck Company Auto Spare Parts Machine Company
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Abstract Brands rushed into social media, viewing social networks, video sharing, online communities, and microblogging sites as the panacea to diminishing returns for traditional brand building routes. But as more branding activity moves to the Web, marketers are confronted with the stark realization that social media was made for people, not for brands. In this article, we explore the emergent cultural landscape of open source branding, and identify marketing strategies directed at the hunt for
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with the rich, trendy and the luxurious seems to have rubbed off on his brands. All through his glitzy forays into various fields, Mallya has fastidiously endorsed Brand `Kingfisher'. His entry into aviation with the glamorous launch of Kingfisher Airlines drew a lot of its brand equity from Mallya himself. Media reports often analyze how Mallya promotes the `Kingfisher' brand by associating it with lifestyle events like horse-racing, Formula 1 racing and prestigious launches. Reflecting on how he
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J U LY 2 0 11 m a r k e t i n g & s a l e s p r a c t i c e How we see it: Three senior executives on the future of marketing Steve Ridgway CEO of Virgin Atlantic Airways John Hayes CMO of American Express Duncan Watts Principal research scientist at Yahoo! Research There is no quick path to success in the new era of customer engagement. Progress is likely to come incrementally—by listening to customers, making adjustments to engagement strategies, and learning through trial and error
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Developing Global Strategies for Service Businesses. Author: Lovelock, Christopher H. Yip, George S. Source: California Management Review. 38(2): 64-86. 1996 Winter. Abstract A study provides a framework for developing global strategies for service businesses. It integrates existing, separate frameworks on globalization and on service businesses, analyzes how the distinctive characteristics of service businesses affect globalization and which do not. It then applies the new framework to numerous
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hoosing a Hotel Choosing the right hotel is always a trying task, and with the enormous number of promotions, deals and programs out there, it can be downright overwhelming. It doesn't help that these days most hotels have Web sites full of tantalizing photos and slick promotional copy that make you believe you'll be bathed in luxury as soon as you step foot into the lobby. How can you tell if a hotel will live up to its own hype -- and, more importantly, if it's the right hotel for you? Since
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markets that would otherwise be uneconomical. Considerable time and energy must be put forth by all involved in order to create a successful alliance. It is essential that corporations enter into strategic alliances arrangements with a comprehensive plan outlining detailed expectations, requirements, and expected benefits. ``How can this be?'' you ask. These companies, like many other companies these days, have entered into strategic alliances with their suppliers to do much of their actual production
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Chapter 1 Case Study: Harmonix Embrace Your Inner Rock Star Little more than three years ago, you had probably never heard of Harmonix. In 2005, the video game design studio released Guitar Hero, which subsequently became the fastest video game in history to top $1 billion in North American sales. The game concept focuses around a plastic guitar-shaped controller. Players press colored buttons along the guitar neck to match a series of dots that scroll down the TV in time with music from a famous
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Chapter 1 Case Study: Harmonix Embrace Your Inner Rock Star Little more than three years ago, you had probably never heard of Harmonix. In 2005, the video game design studio released Guitar Hero, which subsequently became the fastest video game in history to top $1 billion in North American sales. The game concept focuses around a plastic guitar-shaped controller. Players press colored buttons along the guitar neck to match a series of dots that scroll down the TV in time with music from a famous
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Business Horizons (2011) 54, 193—207 www.elsevier.com/locate/bushor The uninvited brand Susan Fournier a,*, Jill Avery b a b Boston University School of Management, 595 Commonwealth Avenue, Boston, MA 02215, U.S.A. Simmons School of Management, 300 The Fenway, M-336, Boston, MA 02115, U.S.A. KEYWORDS Branding; Brand management; Social media; Web 2.0; Co-creation Abstract Brands rushed into social media, viewing social networks, video sharing, online communities, and microblogging
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