{"title":"マーケティング","description":"","products":[{"product_id":"hbsp-106065","title":"CEMEX: Rewarding the Egyptian Retailers","description":"\u003cp\u003eCEMEX has pursued an aggressive decommoditization strategy focused on its relationship with small Egyptian retailers. In particular, the strategic role and effectiveness of the Rewards Program, a tournament that rewarded the sales performance of the retailers, was called into question by Assiut Cement's management based on the results of its first two rounds.\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：22ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-106065\u003c\/p\u003e\u003cp\u003e発行日：2006\/3\/22\u003c\/p\u003e\u003cp\u003e登録日：2011\/1\/25\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 22","offer_id":40557638451315,"sku":"HBSP-106065","price":1342.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-106065.jpg?v=1663875578"},{"product_id":"hbsp-107055","title":"Bancaja: Developing Customer Intelligence (A)","description":"\u003cp\u003eIn 1996, CEO Fernando Garcia Checa wanted to make customer analytics a part of Bancaja's new strategy. Bancaja, a savings bank based in Valencia, Spain, was expanding and wanted to exploit customer information to increase commercial effectiveness. At the same time, it was pushing for innovation in the nascent Spanish credit card market. To avoid the considerable investments of time and money that a large-scale customer relationship management (CRM) project would require, the bank decided to explore its benefits with a smaller pilot project. It appointed a CRM project team to design and implement a project focused on credit cards. Describes the challenges of the Spanish credit card market at the time, the methods for profiling credit card customers, and the variables involved in designing an optimal credit card. Concludes with a consideration of the decisions the CRM team had to make in designing the project, including whether to use conjoint analysis or implement a mini campaign.\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：16ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-107055\u003c\/p\u003e\u003cp\u003e発行日：2007\/2\/14\u003c\/p\u003e\u003cp\u003e登録日：2008\/7\/8\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 16","offer_id":40557637992563,"sku":"HBSP-107055","price":1210.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-107055.jpg?v=1663875585"},{"product_id":"hbsp-107066","title":"Bancaja: Developing Customer Intelligence (B)","description":"\u003cp\u003eAn abstract is not available for this product. Must be used with: (107055) Bancaja: Developing Customer Intelligence (A).\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：7ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-107066\u003c\/p\u003e\u003cp\u003e発行日：2007\/2\/20\u003c\/p\u003e\u003cp\u003e登録日：2008\/7\/8\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 7","offer_id":40557637927027,"sku":"HBSP-107066","price":1056.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-107066.jpg?v=1663875586"},{"product_id":"hbsp-119020","title":"LendingClub (A): Data Analytic Thinking (Abridged)","description":"\u003cp\u003eLendingClub was founded in 2006 as an alternative, peer-to-eer lending model to connect individual borrowers to individual investor-lenders through an online platform. Since 2014 the company has worked with institutional investors at scale. While the company assigns grades and sub-grades to each application using its own risk evaluation model, it also makes detailed data on each loan applications available to both kinds of investors for their own analyses.   The case follows MBA graduate Emily Figel as she researches LendingClub as a potential investment vehicle for the small wealth management firm she will join in the fall. Using LendingClub's historical data, she learns the fundamentals of predictive analytics to see whether she can build models to predict whether a borrower will repay or, ultimately, default on the obligation.   This first case (A) presents students will relevant, detailed data about how the LendingClub model works. This includes LendingClub's business model, the grading of loans, the unique opportunities and risks. It also follows Figel as she dives into the data to use it to build a model. In the B and C cases, Figel explores several specific techniques for training models.   Technical topics include: understanding the data, data preparation, balanced and unbalanced data sets, constructing training-validation-holdout sets, cross-validation, predictions and target leakage.\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：18ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-119020\u003c\/p\u003e\u003cp\u003e発行日：2018\/8\/22\u003c\/p\u003e\u003cp\u003e登録日：2018\/12\/5\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 18","offer_id":40557616201843,"sku":"HBSP-119020","price":1276.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-119020.jpg?v=1663876018"},{"product_id":"hbsp-119021","title":"LendingClub (B): Decision Trees \u0026 Random Forests","description":"\u003cp\u003eThis case builds directly on the case LendingClub (A). In this case students follow Emily Figel as she builds two tree-based models using historical LendingClub data to predict, with some probability, whether borrower will repay or default on his loan.   Technical topics include: (1) Decision trees as a modelling technique, overfitting and induction bias, model validation; (2) Random forest as an ensemble-style modelling technique, bootstrapping, random feature selection; and (3) Log loss as a metric for evaluating and comparing models, feature impact.\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：18ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-119021\u003c\/p\u003e\u003cp\u003e発行日：2018\/8\/22\u003c\/p\u003e\u003cp\u003e登録日：2018\/12\/5\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 18","offer_id":40557616169075,"sku":"HBSP-119021","price":1254.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-119021.jpg?v=1663876019"},{"product_id":"hbsp-119022","title":"LendingClub (C): Gradient Boosting \u0026 Payoff Matrix","description":"\u003cp\u003eThis case builds directly on the cases LendingClub (A) and (B). In this case students follow Emily Figel as she builds an even more sophisticated model using the gradient boosted tree method to predict, with some probability, whether a borrower would repay or default on his loan.  Having now built three models, Figel compares them to determine which model is most effective at classifying borrowers correctly then uses that model to determine how to invest in a portfolio of loans. Students explore the relationship between her model's confusion matrix, which organizes the model's correct and incorrect classifications, the cutoff point on the curve that matches true positives and true negatives, and the payoff matrix Figel constructs. Students can then follow the link directly from the model Figel builds to her specific investment decisions.  Technical topics include: (1) Gradient boosted trees as a modelling technique; hyperparameters and learning rate; model validation; and (2) Evaluating model output; ROC curve, cutoff point, confusion matrix; payoff matrix as a framework for utilizing the model to compare investment opportunities.\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：15ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-119022\u003c\/p\u003e\u003cp\u003e発行日：2018\/8\/22\u003c\/p\u003e\u003cp\u003e登録日：2018\/12\/5\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 15","offer_id":40557616136307,"sku":"HBSP-119022","price":1188.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-119022.jpg?v=1663876020"},{"product_id":"hbsp-1-507-j02","title":"NOK株式会社(A)","description":"\u003cp\u003e利益のための製品管理から利益のための顧客管理に移行する際、複数事業部制会社が直面している課題に焦点をあてます。\n\nHighlights issues that a multidivision firm faces as it moves from managing products for profit to managing customers for profit.\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：21ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-1-507-J02\u003c\/p\u003e\u003cp\u003e発行日：2006\/3\/2\u003c\/p\u003e\u003cp\u003e登録日：2007\/9\/3\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 21","offer_id":40557605159027,"sku":"HBSP-1-507-J02","price":1342.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-1-507-J02.jpg?v=1663724565"},{"product_id":"hbsp-1-507-j07","title":"ソニー・コーポレーション：カーナビゲーション・システム","description":"\u003cp\u003e1996年の夏、ソニー・パーソナル・アンド・モービルコミュニケーション・カンパニーのプレジデント、盛田昌夫は、急速に変化するカーナビ市場向けの国際マーケティング戦略をどのように策定すべきか思案していた。地理的に重視すべき市場、製品の選択、標準設定などの主要な問題点に関して、社内の意見の対立があり、盛田はそれを解決しなければならなかった。\n\nIn the summer of 1996, Masao Morita, president of Sony Personal Mobile Communication Co., contemplated how to formulate its multinational marketing strategy for the fast-changing car navigation systems market. Morita needed to resolve the conflicting views within his company regarding several key issues, including geographical market focus, product selection, and standard setting.\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：34ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-1-507-J07\u003c\/p\u003e\u003cp\u003e発行日：1996\/10\/20\u003c\/p\u003e\u003cp\u003e登録日：2008\/4\/3\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 34","offer_id":40557605027955,"sku":"HBSP-1-507-J07","price":1540.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-1-507-J07.jpg?v=1663724569"},{"product_id":"hbsp-1-507-j10","title":"メアリー・ケイ・コスメティックス：アジア市場への進出","description":"\u003cp\u003eメアリー・ケイ・コスメティクス社の役員たちは、日本市場および中国市場（もしくはそのどちらか）に参入する機会を吟味していた。その２つの市場参入の機会を比較・判断し、参入戦略のガイドラインを決定しなければならなかった。\n\nExecutives at Mary Kay Cosmetics are renewing opportunities to enter the Japanese and\/or Chinese markets. The comparative opportunities must be assessed and guidelines for entry strategies must be determined.\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：34ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-1-507-J10\u003c\/p\u003e\u003cp\u003e発行日：1993\/9\/22\u003c\/p\u003e\u003cp\u003e登録日：2008\/4\/3\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 34","offer_id":40557604929651,"sku":"HBSP-1-507-J10","price":1540.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-1-507-J10.jpg?v=1663724571"},{"product_id":"hbsp-1-507-j15","title":"ゼロックス：顧客満足プログラム","description":"\u003cp\u003eゼロックス社は市場地位の向上を目標として顧客満足化プログラムを最優先としている。このゼロックス社の顧客満足化プログラムを、顧客保証プログラムの選択を通じて検討する。\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：23ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-1-507-J15\u003c\/p\u003e\u003cp\u003e発行日：1991\/1\/10\u003c\/p\u003e\u003cp\u003e登録日：2007\/9\/3\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 23","offer_id":40557604831347,"sku":"HBSP-1-507-J15","price":1342.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-1-507-J15.jpg?v=1663724573"},{"product_id":"hbsp-1-507-j16","title":"イトーヨーカ堂","description":"\u003cp\u003eイトーヨーカ堂は二度にわたる石油ショック以降、競合大手を遥に凌ぐ利益率を確保する大型チェーン店になった。その成果の理由は「業務改革」にあると見なされている。このケースは、イトーヨーカ堂の業務改革を採り上げ、その内容と意義、その利点と限界、国内外他社への適用の可否を考慮するための教材である。\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：26ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-1-507-J16\u003c\/p\u003e\u003cp\u003e発行日：1989\/6\/19\u003c\/p\u003e\u003cp\u003e登録日：2007\/9\/3\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 26","offer_id":40557604798579,"sku":"HBSP-1-507-J16","price":1408.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-1-507-J16.jpg?v=1663724574"},{"product_id":"hbsp-1-507-j18","title":"ブラック・アンド・デッカー社：家庭用製品グループ","description":"\u003cp\u003e１９８４年、ブラック・アンド・デッカー（Ｂ＆Ｄ）社は、ゼネラル・エレクトリック（ＧＥ）社の家庭用品事業部を買収し、自社の家庭用品の製品ラインに統合した。これにともない、Ｂ＆Ｄ社は、買収したＧＥ社の製品ラインのブランドを３年以内に“ＧＥ”から“Ｂ＆Ｄ”に変更しなければならなかった。そのため、Ｂ＆Ｄ社の経営陣はＧＥ社から買収した様々なタイプの製品のブランド変更をいかなる順序で、また、いかなるマーケティング・プログラムのもとで行うかを検討していた。\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：16ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-1-507-J18\u003c\/p\u003e\u003cp\u003e発行日：1987\/10\/2\u003c\/p\u003e\u003cp\u003e登録日：2007\/9\/3\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 16","offer_id":40557604733043,"sku":"HBSP-1-507-J18","price":1210.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-1-507-J18.jpg?v=1663724576"},{"product_id":"hbsp-1-507-j19","title":"ピザハット株式会社","description":"\u003cp\u003eピザ・レストラン・チェーン最大手の同社が、近年の宅配サービスの急成長と競争の激化に対処すべく、宅配事業を導入しようとしたが、困難な問題にぶつかってしまい、経営陣は総合的な宅配戦略の見直しを迫られていた。\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：16ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-1-507-J19\u003c\/p\u003e\u003cp\u003e発行日：1987\/9\/9\u003c\/p\u003e\u003cp\u003e登録日：2007\/9\/3\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 16","offer_id":40557604700275,"sku":"HBSP-1-507-J19","price":1210.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-1-507-J19.jpg?v=1663724576"},{"product_id":"hbsp-1-507-j24","title":"サンキスト","description":"\u003cp\u003eサンキスト社では、生レモンの広告キャンペーンにおいて、いかなるメディア戦略をとるべきかを検討していた。本ケースでは、サンキスト社において提案されていた集中的なメディア戦略の検討を通して、消費者の購買過程ならびにプロモーション戦略のあり方を学習する。また、あわせて、生レモンのマーケティングを通じ、マーケティングにおけるブランドの役割を考える。\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：21ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-1-507-J24\u003c\/p\u003e\u003cp\u003e発行日：1976\/10\/1\u003c\/p\u003e\u003cp\u003e登録日：2007\/9\/3\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 21","offer_id":40557604503667,"sku":"HBSP-1-507-J24","price":1342.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-1-507-J24.jpg?v=1663724580"},{"product_id":"hbsp-1-507-j25","title":"フェデラル　エクスプレス(A)","description":"\u003cp\u003e小荷物空輸事業の開発で成功を収めたフェデラル・エクスプレスの事業内容をマーケティングの観点から分析し、それに基づいて、今回新しく開発した「クーリエ・パック」サービスのマーケティング戦略を策定するケース。特に戦略策定にあたっては、広告と販売努力の内容とその相互関係に重点がおかれる。\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：28ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-1-507-J25\u003c\/p\u003e\u003cp\u003e発行日：1976\/10\/1\u003c\/p\u003e\u003cp\u003e登録日：2007\/9\/3\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 28","offer_id":40557604470899,"sku":"HBSP-1-507-J25","price":1408.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-1-507-J25.jpg?v=1663724581"},{"product_id":"hbsp-1-507-j26","title":"サウスウェスト航空会社(D)","description":"\u003cp\u003eテキサスのローカル航空会社である同社の赤字路線のグラス・サンアントニオ線の業績を向上させるべく「６０日間半額セール」を行なったところ乗客数は急増してきた。ところが最大の競争会社が１０日後に、サウスウエストのドル箱のあるダラス-ヒューストン線とで２ヵ月間の半額セールを行なうと発表してきた。これにどう対応すべきか、価格政策とプロモーション政策が検討される。\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：19ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-1-507-J26\u003c\/p\u003e\u003cp\u003e発行日：1975\/9\/1\u003c\/p\u003e\u003cp\u003e登録日：2007\/9\/3\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 19","offer_id":40557604438131,"sku":"HBSP-1-507-J26","price":1276.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-1-507-J26.jpg?v=1663724581"},{"product_id":"hbsp-1-507-j27","title":"レッグズ・プロダクツ株式会社(C)","description":"\u003cp\u003eレッグズの市場参入の成功後、その勢いを維持する目的で計画された広告・販促キャンペーンを説明する。\n\nescribes designing an advertising or promotion program to sustain the momentum on L'eggs successful market entry.\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：23ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-1-507-J27\u003c\/p\u003e\u003cp\u003e発行日：1975\/3\/1\u003c\/p\u003e\u003cp\u003e登録日：2007\/9\/3\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 23","offer_id":40557604405363,"sku":"HBSP-1-507-J27","price":1342.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-1-507-J27.jpg?v=1663724582"},{"product_id":"hbsp-1-507-j33","title":"ショップフェア・スーパーマーケット(A)","description":"\u003cp\u003e主要都市部での最大手スーパーマーケットチェーンのマーケティング担当バイスプレジデントは、激化する倉庫型スーパーの競争を考慮しつつ、1981年の戦略を策定しなければならない。倉庫型スーパーに商品を供給している主要メーカーとの関係について考察する。\n\nThe marketing vice president of the leading supermarket chain in a major metropolitan area has to plan his 1981 strategy in light of increasing warehouse store competition. Considers relationships with major manufacturers who are supplying warehouse stores with deal merchandise.\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：19ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-1-507-J33\u003c\/p\u003e\u003cp\u003e発行日：1981\/6\/1\u003c\/p\u003e\u003cp\u003e登録日：2008\/4\/3\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 19","offer_id":40557604274291,"sku":"HBSP-1-507-J33","price":1276.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-1-507-J33.jpg?v=1663724588"},{"product_id":"hbsp-1-508-j09","title":"ネスレ冷蔵食品(NRFC)：コンタディーナ・パスタ及びピザ(B)","description":"\u003cp\u003eネスレ冷蔵食品：コンタディーナ・パスタ及びピザ（Ａ）の続き。 \n\nSupplements the (A) case.\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：4ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-1-508-J09\u003c\/p\u003e\u003cp\u003e発行日：1995\/10\/13\u003c\/p\u003e\u003cp\u003e登録日：2009\/3\/19\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 4","offer_id":40557604208755,"sku":"HBSP-1-508-J09","price":990.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-1-508-J09.jpg?v=1663724589"},{"product_id":"hbsp-2066","title":"MedNet.com Confronts 'Click-Through' Competition","description":"\u003cp\u003eBrief Case from HBSP In January 2007, \"MedNet.com\" is a leading website that provides science-based health information free of charge to online visitors. MedNet communicates with traditional web journalism, interactive software, and social media tools such as blogs, video reports and virtual reality tours. The site operates conservatively within the government-regulated health information market. MedNet's business model relies on advertising sales, primarily to pharmaceutical companies. MedNet competes for advertising dollars with large search engines, category specific sites, and clinical trial sites. In 2007, large search engines charge for \"results,\" or \"click throughs.\" Other sites, such as online newspapers, charge for impressions. Advertising campaigns depend on numerous variables (an efficient audience size, audience frame of mind, willingness to complete a transaction, etc.) In the face of fierce advertising competition, MedNet is forced to defend key elements of its business model vis-a-vis a large search engine. However, in defending the advertising value MedNet delivers, MedNet executives may be building the case for why niche sites may be a better investment for the advertiser's budget.\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：12ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-2066\u003c\/p\u003e\u003cp\u003e発行日：2007\/4\/20\u003c\/p\u003e\u003cp\u003e登録日：2011\/4\/13\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 12","offer_id":40557591232627,"sku":"HBSP-2066","price":1144.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-2066.jpg?v=1663852866"},{"product_id":"hbsp-2069","title":"Mountain Man Brewing Co.: Bringing the Brand to Light","description":"\u003cp\u003eChris Prangel, a recent MBA graduate, has returned home to West Virginia to manage the marketing operations of the Mountain Man Beer Company, a family-owned business he stands to inherit in five years. Mountain Man brews just one beer, Mountain Man Lager, also known as \"West Virginia's beer\" and popular among blue-collar workers. Due to changes in beer drinkers' taste preferences, the company is now experiencing declining sales for the first time in its history. In response, Chris wants to launch Mountain Man Light, a \"light beer\" formulation of Mountain Man Lager, in the hope of attracting younger drinkers to the brand. However, he encounters resistance from senior managers. Mountain Man Lager's brand equity is a key asset for Mountain Man Brewing Company. The question is whether Mountain Man Light will enhance it, detract from it, or irreversibly damage it.\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：12ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-2069\u003c\/p\u003e\u003cp\u003e発行日：2007\/5\/28\u003c\/p\u003e\u003cp\u003e登録日：2011\/4\/13\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 12","offer_id":40557591199859,"sku":"HBSP-2069","price":1144.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-2069.jpg?v=1663852872"},{"product_id":"hbsp-2073","title":"Natureview Farm","description":"\u003cp\u003eExplores channel management issues in the U.S. food industry. Natureview Farm, a Vermont-based producer of organic yogurt with $13 million in revenues, is the leading national yogurt brand (24% market share) sold into natural foods stores. It has achieved this through its special yogurt manufacturing process and through cultivating personal relationships with dairy buyers in the natural foods channel. Set in 2000, when the company faces financial pressure to grow revenues to $20 million by the end of 2001 due to a planned exit by its venture capital investors. The immediate decision point that the protagonist, Natureview's vice president of marketing, faces is whether to achieve this revenue growth by expanding into the supermarket channel.\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：12ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-2073\u003c\/p\u003e\u003cp\u003e発行日：2007\/6\/7\u003c\/p\u003e\u003cp\u003e登録日：2011\/4\/13\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 12","offer_id":40557589758067,"sku":"HBSP-2073","price":1144.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-2073.jpg?v=1663852873"},{"product_id":"hbsp-2075","title":"The Fashion Channel","description":"\u003cp\u003eWhen students have the English-language PDF of this Brief Case in a coursepack, they will also have the option to purchase an audio version. The new Senior Vice President of Marketing for The Fashion Channel (TFC), a cable television network dedicated to round-the-clock, fashion-oriented programming, is preparing to recommend a change in the company's traditional marketing approach by introducing a market segmentation program. This program is, in part, a response to the intensifying competitive environment for TFC, and it needs to strengthen the company's brand and positioning with viewers and advertisers. At the same time, the program must maintain consumer and distributor satisfaction with the network. Several segmentation options are being considered, each with pros and cons. Consumer research provides insights but does not give a simple answer regarding the best path to take. The reader must evaluate the research results, calculate financial scenarios, and make a recommendation. Also looks at change management issues. TFC has never done a program like this before, and the Senior Vice President of Marketing is new to the job. In addition to making a recommendation, she must manage the change process to insure that the organization and her leadership team peers are fully aligned.\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：12ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-2075\u003c\/p\u003e\u003cp\u003e発行日：2007\/6\/1\u003c\/p\u003e\u003cp\u003e登録日：2015\/12\/9\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 12","offer_id":40557589725299,"sku":"HBSP-2075","price":1144.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-2075.jpg?v=1663852874"},{"product_id":"hbsp-2078","title":"Atlantic Computer: A Bundle of Pricing Options","description":"\u003cp\u003eTeach this case online with new suggestions added to the Teaching Note.   When students have the English-language PDF of this Brief Case in a coursepack, they will also have the option to purchase an audio version. Atlantic Computer, a leading player in the high-end server market, has detected a marketplace opportunity in the basic server segment. They have developed a new server, the Tronn, to meet the needs of this segment. In addition, they have created a software tool, called the \"Performance Enhancing Server Accelerator,\" or PESA, that allows the Tronn to perform up to four times faster than its standard speed. The central question revolves around how to price the Tronn and PESA. Although cost-plus, competition-based, and status-quo pricing are the most common means by which firms establish prices for their offerings, these approaches may prevent firms from fully realizing the benefits that are due to them. Provides an opportunity to optimize value capture for the firm by utilizing value-in-use pricing (i.e., examining the value that a firm's offering creates for the customer, and using the savings generated as the basis for developing prices). Also allows for the exploration of the challenges surrounding the implementation of a value-in-use pricing strategy. These include the reactions of competitors, customers, and stakeholders within the firm. \u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：11ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-2078\u003c\/p\u003e\u003cp\u003e発行日：2007\/5\/28\u003c\/p\u003e\u003cp\u003e登録日：2011\/4\/13\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 11","offer_id":40557589692531,"sku":"HBSP-2078","price":1144.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-2078.jpg?v=1663852875"},{"product_id":"hbsp-2085","title":"Saxonville Sausage","description":"\u003cp\u003eWhen students have the English-language PDF of this Brief Case in a coursepack, they will also have the option to purchase an audio version. Saxonville Sausage, a $1.5 billion manufacturer of pork sausage products, is experiencing financial stress because its leading product lines have lately produced declining revenues in product categories that are realizing no growth. However, one product line, an Italian sausage brand named Vivio, has recently experienced a significant increase in revenues, as has the entire Italian sausage category nationwide. Unfortunately, Vivio represents only 5% of the company's total revenues. Ann Banks, a seasoned marketing director, has been hired to expand Vivio, currently distributed in a few cities, especially in the northeastern U.S, into a powerful national brand. Depicts the sequence of steps Ann takes to determine the best positioning for the brand. These steps include analyzing and employing specific techniques for researching customers' needs, preferences, and values; using the learning from research to develop a motivation-centered characterization of the target consumer; eliciting tactical ideas from a cross-departmental team of colleagues for product \"alterations,\" packaging, and other contributory elements in the branding program; and finally, choosing between two positionings that seem equally valid.\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：17ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-2085\u003c\/p\u003e\u003cp\u003e発行日：2007\/6\/15\u003c\/p\u003e\u003cp\u003e登録日：2011\/4\/13\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 17","offer_id":40557587202163,"sku":"HBSP-2085","price":1276.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-2085.jpg?v=1665741760"},{"product_id":"hbsp-2087","title":"Rosewood Hotels and Resorts: Branding to Increase Customer Profitability and Lifetime Value","description":"\u003cp\u003eRosewood Hotels \u0026amp; Resorts, a small luxury private hotel management firm running a collection of 12 individually branded hotels and resorts in multiple countries, was wondering how to foster customer retention and loyalty and capture the maximum value from its 115,000 guests. Rosewood had always allowed each hotel to stand as its own individual brand, with the Rosewood name presented as a muted sub-brand, if at all. Now Rosewood's new leadership was contemplating whether the firm should significantly increase the prominence of the corporate identity, making Rosewood a corporate brand. The main challenge that Rosewood's executives face is to assess whether the potential economic benefits from increased guest retention can outweigh the $1,000,000 marketing investment needed to implement the corporate branding strategy. The central focus is a quantitative assignment that asks students to calculate how customer lifetime value would be affected by a shift from individual branding to corporate branding.\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：13ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-2087\u003c\/p\u003e\u003cp\u003e発行日：2007\/6\/15\u003c\/p\u003e\u003cp\u003e登録日：2011\/4\/13\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 13","offer_id":40557587169395,"sku":"HBSP-2087","price":1210.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-2087.jpg?v=1663852888"},{"product_id":"hbsp-209j01","title":"ローズウッド・ホテルズ＆リゾーツ：顧客の収益性と生涯価値を高めるブランド設定","description":"\u003cp\u003eローズウッドホテルズ＆リゾーツは個別ブランドで運営される１２の小規模のラクジュァリーホテルを複数の国で経営する企業である。これまでに培った11万5000人に上る顧客にローズウッドへのブランドロイヤリティを植え付け、この顧客層の最大限の価値を確保する方策を検討していた。ローズウッドはこれまで、その傘下のホテルに個別のホテルブランドを使うことを許し、ローズウッドという名前はほとんど表に出ていなかった。新たに就任した経営者は、ローズウッドのブランドを前面に出し、コーポレートアイデンティティーを強調することを検討していた。ローズウッドの経営陣はコーポレートブランドを構築するために必要な100万ドルの投資が、実際に顧客維持による経済効果に見合うものかどうかを見極めなければならない。ケースでは、顧客の生涯価値を計算し、それが、個別ブランドからコーポレートブランドに転換することにより、どのように影響するかを考えさせる。\n\nWhen students have the English-language PDF of this Brief Case in a coursepack, they will also have the option to purchase an audio version. Rosewood Hotels \u0026amp; Resorts, a small luxury private hotel management firm running a collection of 12 individually branded hotels and resorts in multiple countries, was wondering how to foster customer retention and loyalty and capture the maximum value from its 115,000 guests. Rosewood had always allowed each hotel to stand as its own individual brand, with the Rosewood name presented as a muted sub-brand, if at all. Now Rosewood's new leadership was contemplating whether the firm should significantly increase the prominence of the corporate identity, making Rosewood a corporate brand. The main challenge that Rosewood's executives face is to assess whether the potential economic benefits from increased guest retention can outweigh the $1,000,000 marketing investment needed to implement the corporate branding strategy. The central focus is a quantitative assignment that asks students to calculate how customer lifetime value would be affected by a shift from individual branding to corporate branding.\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：14ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-209J01\u003c\/p\u003e\u003cp\u003e発行日：2007\/6\/15\u003c\/p\u003e\u003cp\u003e登録日：2011\/3\/18\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 14","offer_id":40557584973939,"sku":"HBSP-209J01","price":1210.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-209J01.jpg?v=1663852891"},{"product_id":"hbsp-2510","title":"The Springfield Nor'easters: Maximizing Revenues in the Minor Leagues","description":"\u003cp\u003eWhen students have the English-language PDF of this Brief Case in a coursepack, they will also have the option to purchase an audio version. The marketing director of a new minor-league baseball team must design, conduct, and then interpret survey research to determine optimal ticket pricing that will yield large attendance figures and contribute to the owner's goal of breaking even in the first year of play. The pricing assignment becomes more challenging when other variables like concessions revenue are considered. Students are asked to complete a quantitative assignment as part of case analysis, but they must grapple with less quantifiable factors as well.\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：13ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-2510\u003c\/p\u003e\u003cp\u003e発行日：2008\/7\/25\u003c\/p\u003e\u003cp\u003e登録日：2011\/4\/13\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 13","offer_id":40557556858995,"sku":"HBSP-2510","price":1210.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-2510.jpg?v=1663852982"},{"product_id":"hbsp-2955","title":"Customer-Centered Brand Management (HBR OnPoint Enhanced Edition)","description":"\u003cp\u003eMost executives today agree that their efforts should be focused on growing the lifetime value of their customers. Yet, few companies have come to terms with the implications of that idea for their marketing management. Oldsmobile, for example, enjoyed ou\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：12ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-2955\u003c\/p\u003e\u003cp\u003e発行日：2006\/1\/18\u003c\/p\u003e\u003cp\u003e登録日：2007\/8\/16\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 12","offer_id":40557550534771,"sku":"HBSP-2955","price":1144.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-2955.jpg?v=1663852997"},{"product_id":"hbsp-301081","title":"Merrill Lynch: Integrated Choice (Abridged)","description":"\u003cp\u003eMerrill Lynch, a full-service brokerage firm with $1.5 trillion in client assets, is under attack from both discount and electronic brokerage firms. It responds with Integrated Choice, a suite of products designed to capture clients, from the do-it-yourself investor who doesn't want to use a broker to clients who want to rely completely on a broker. The strategy is high risk and requires a sea change in the company. A rewritten version of an earlier case.\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：18ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-301081\u003c\/p\u003e\u003cp\u003e発行日：2001\/2\/23\u003c\/p\u003e\u003cp\u003e登録日：2010\/4\/22\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 18","offer_id":40557546668147,"sku":"HBSP-301081","price":1276.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-301081.jpg?v=1663895421"},{"product_id":"hbsp-304053","title":"Circle Gastroenterology Products (B)","description":"\u003cp\u003eSupplements the (A) case.\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：2ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-304053\u003c\/p\u003e\u003cp\u003e発行日：2003\/11\/5\u003c\/p\u003e\u003cp\u003e登録日：2011\/5\/11\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 2","offer_id":40557544145011,"sku":"HBSP-304053","price":990.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-304053.jpg?v=1665741807"},{"product_id":"hbsp-308025","title":"Fiyta--The Case of a Chinese Watch Company","description":"\u003cp\u003eFiyta had long been on of China's foremost watch brands. However, as China's economy began to improve and the livelihood of many Chinese rose with it, their tastes began to change. Exposed to more luxurious foreign brands, many Chinese strived to purchase a Swiss or Japanese watch. How could Fiyta build up its brand image to a more sophisticated Chinese consumer? What marketing activities should it undertake to reinvigorate its brand? Is it meeting the needs of all segments of Chinese consumers? Should it?\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：19ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-308025\u003c\/p\u003e\u003cp\u003e発行日：2007\/8\/9\u003c\/p\u003e\u003cp\u003e登録日：2010\/10\/6\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 19","offer_id":40557537886323,"sku":"HBSP-308025","price":1276.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-308025.jpg?v=1665741861"},{"product_id":"hbsp-311117","title":"Procter \u0026 Gamble: Marketing Capabilities","description":"\u003cp\u003eP\u0026amp;G had become known and recognized as a marketing machine. It was the largest advertiser in the world, with 2010 spending of $8.68 billion. From the company's early exploitation of broadcast media (radio and television) for its soap products to more recent experiments in digital media for its men's hygiene brand Old Spice, P\u0026amp;G was a seasoned marketer with strong consumer research, a powerful innovation network, and the world's largest financial commitment to advertising.\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：17ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-311117\u003c\/p\u003e\u003cp\u003e発行日：2011\/6\/10\u003c\/p\u003e\u003cp\u003e登録日：2011\/9\/14\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 17","offer_id":40557528219763,"sku":"HBSP-311117","price":1276.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-311117.jpg?v=1665741895"},{"product_id":"hbsp-311118","title":"L'Oreal: Global Brand, Local Knowledge","description":"\u003cp\u003eWorldwide, and in the U.S. marketplace in particular, the French cachet of L'Or  al was one of its most powerful marketing tools. However, with the opening up of emerging markets, L'Or  al had to cater to a diverse customer base: an aging population in the West, ethnic groups, aspiring and younger customers in the East, emerging markets, and growing interest in health and beauty care among men all over the world. Employing both traditional and innovative marketing techniques, L'Or  al worked to double its customer base to two billion by 2020 and increase to half from a third its share of sales from emerging markets.\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：14ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-311118\u003c\/p\u003e\u003cp\u003e発行日：2011\/6\/8\u003c\/p\u003e\u003cp\u003e登録日：2011\/9\/14\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 14","offer_id":40557528186995,"sku":"HBSP-311118","price":1210.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-311118.jpg?v=1665741895"},{"product_id":"hbsp-312083","title":"The Change Wheel: Elements of Systemic Change and How to Get Change Rolling","description":"\u003cp\u003e\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：12ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-312083\u003c\/p\u003e\u003cp\u003e発行日：2011\/11\/22\u003c\/p\u003e\u003cp\u003e登録日：2012\/2\/9\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 12","offer_id":40557526745203,"sku":"HBSP-312083","price":1144.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-312083.jpg?v=1665741915"},{"product_id":"hbsp-313057","title":"Milwaukee (A): Making of a World Water Hub","description":"\u003cp\u003eTo maximize their effectiveness, color cases should be printed in color. Starting in 2007 Milwaukee leaders from different areas (large established companies, civic organizations, public sector, academia, and entrepreneurs) negotiated a path for converting the region into a global water hub to address economic and environmental concerns. The leaders with various stakes in the change managed to work together to re-arrange and support existing pieces to maximize the collective potential. Their actions exemplified \"advanced leadership\" in a complex social system such as a community or region. There was no central leader; instead there was a collection of coalitions and collaborative activities that contributed to the end result.\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：24ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-313057\u003c\/p\u003e\u003cp\u003e発行日：2012\/8\/20\u003c\/p\u003e\u003cp\u003e登録日：2013\/6\/20\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 24","offer_id":40557525139571,"sku":"HBSP-313057","price":1342.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-313057.jpg?v=1665741933"},{"product_id":"hbsp-313067","title":"Milwaukee (B8): Richard Meeusen, CEO, Badger Meter and Co-chair, Water Council","description":"\u003cp\u003e\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：5ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-313067\u003c\/p\u003e\u003cp\u003e発行日：2012\/8\/20\u003c\/p\u003e\u003cp\u003e登録日：2013\/6\/20\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 5","offer_id":40557524844659,"sku":"HBSP-313067","price":1056.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-313067.jpg?v=1663878978"},{"product_id":"hbsp-313068","title":"Milwaukee (B9): Julia Taylor, President, Greater Milwaukee Committee","description":"\u003cp\u003e\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：2ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-313068\u003c\/p\u003e\u003cp\u003e発行日：2012\/8\/20\u003c\/p\u003e\u003cp\u003e登録日：2013\/6\/20\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 2","offer_id":40557524811891,"sku":"HBSP-313068","price":990.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-313068.jpg?v=1663878980"},{"product_id":"hbsp-314076","title":"Filene's Basement: Inside a Fired Customer's Relationship","description":"\u003cp\u003eHow, in a business climate in which building relationships with customers has dominated both managerial thought and marketing budgets, could Filene's Basement have fired a loyal customer, one who was formally and informally recognized as a best customer? This case allows students to reverse-engineer a fired customer's relationship with discount retailer Filene's Basement, from her perspective, to uncover the critical incidents and behaviors of each party that shaped their relationship trajectory. The company's customer relationship management (CRM) programs are analyzed to show how they influenced and encouraged unprofitable customer behavior.\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：14ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-314076\u003c\/p\u003e\u003cp\u003e発行日：2014\/1\/29\u003c\/p\u003e\u003cp\u003e登録日：2014\/5\/28\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 14","offer_id":40557522255987,"sku":"HBSP-314076","price":1210.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-314076.jpg?v=1665741976"},{"product_id":"hbsp-314114","title":"The Park Hotels: Revitalizing an Iconic Indian Brand","description":"\u003cp\u003ePriya Paul, chairperson of The Park Hotels, an award-winning portfolio of thirteen boutique hotels scattered across India, was in the midst of a brand revitalization program. Landor Associates, a leading brand consultancy had identified three areas of concern: the shrinking differentiation opportunity provided by the boutique hotel positioning, consumers' negative perceptions of The Park's properties, and a lack of consistency across the hotel properties in the brand portfolio. Competition was heating up and Paul had a goal to expand her hotel portfolio to twenty properties in the next ten years. Paul knew that she had to make some major changes to her brand, including changing her positioning, choosing a new logo, and selecting the right products and services that enhanced her revitalized brand. And, she had to decide where to site the new hotel properties to best compete against global behemoths, Starwood, Marriott, Hyatt and Intercontinental. How could she best revitalize her brand to stand out in a crowded marketplace, while preserving its rich heritage? Which changes would best propel The Park Hotels into the future?\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：27ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-314114\u003c\/p\u003e\u003cp\u003e発行日：2014\/4\/3\u003c\/p\u003e\u003cp\u003e登録日：2014\/5\/28\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 27","offer_id":40557521567859,"sku":"HBSP-314114","price":1408.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-314114.jpg?v=1665741993"},{"product_id":"hbsp-314122","title":"The Tate's Digital Transformation","description":"\u003cp\u003eJohn Stack was the visionary Head of Digital Transformation at the Tate, a collection of four major art galleries in the UK, including Tate Modern, the most visited gallery devoted to modern and contemporary art in the world. Stack was the architect of the Tate's \"fifth gallery,\" its online presence. Stack had guided the Tate through two digital strategy planning processes and his team had experienced much success in developing the Tate's fifth gallery into a virtual place filled with immersive and engaging content, activities, experiences, and communities. Looking to the future, Stack was working to execute a new digital strategy, one that included digital as a dimension of everything the Tate did, both physically and virtually. This effort was raising important questions about organizational structure, marketing strategy, product and service design, and return on investment. What would it take to be a truly digital organization where digital was the norm?\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：24ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-314122\u003c\/p\u003e\u003cp\u003e発行日：2014\/4\/7\u003c\/p\u003e\u003cp\u003e登録日：2015\/2\/5\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 24","offer_id":40557521436787,"sku":"HBSP-314122","price":1342.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-314122.jpg?v=1665741990"},{"product_id":"hbsp-315081","title":"Denver Museum of Nature \u0026 Science","description":"\u003cp\u003eDigital was on Vice President of Strategic Partnerships and Programs Bridget Coughlin's mind these days. DMNS had been dabbling in digital for the past few years, but had never fully committed to it. The time had come to establish a strategic vision, and to decide whether to designate serious human and financial resources. It was time to make some decisions about the DMNS' digital future. The digital discussion was taking place within a larger strategic conversation about the primacy of the onsite experience of the Museum and the need to get outside of its walls to reach new constituents. How should she balance onsite programming, offsite programming, and online programming to maximize attendance and deliver against the Museum's mission? Was digital the magic pill that would allow the Museum to reach new audiences or was DMNS better off delivering a face-to-face museum experience within its own four walls or out on the streets of the Denver community?  \u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：22ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-315081\u003c\/p\u003e\u003cp\u003e発行日：2015\/6\/10\u003c\/p\u003e\u003cp\u003e登録日：2015\/8\/18\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 22","offer_id":40557518258291,"sku":"HBSP-315081","price":1342.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-315081.jpg?v=1665742022"},{"product_id":"hbsp-315138","title":"Accor: Strengthening the Brand with Digital Marketing","description":"\u003cp\u003eAccor, the world's leading hotel operator with a portfolio of fourteen hospitality brands (including Sofitel and Novotel) in 92 countries, prided itself on living up to its motto, \"To open new frontiers in hospitality.\" Accor was indeed contemplating how to do just that-but not by tackling a new frontier of the geographic variety. Rather, the firm was further exploring the digital frontier via a new distribution channel that would allow it to better compete in the online marketing space for travel reservations.\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：22ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-315138\u003c\/p\u003e\u003cp\u003e発行日：2015\/6\/9\u003c\/p\u003e\u003cp\u003e登録日：2015\/11\/11\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 22","offer_id":40557515604083,"sku":"HBSP-315138","price":1342.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-315138.jpg?v=1665742032"},{"product_id":"hbsp-316085","title":"Paez","description":"\u003cp\u003ePaez, an Argentine start-up fashion brand, sold traditional alpargatas, a sleepy shoe category that suddenly woke up when U.S. company TOMS borrowed the traditional alpargata design, covered it with fashionable colors and prints, and tied it to a social cause. Paez's founders were keenly aware of the present and future challenges they faced due to the resources and capabilities of their well-capitalized and marketing-savvy competitor. How could a small brand compete against a company that had captured the hearts and minds of consumers? Which brand positioning concept should Paez choose to best capture consumers' attention and interest and compete against TOMS? How would the choice of positioning affect the rollout of Paez' distribution strategy and its product line strategy?\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：19ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-316085\u003c\/p\u003e\u003cp\u003e発行日：2015\/10\/8\u003c\/p\u003e\u003cp\u003e登録日：2016\/2\/18\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 19","offer_id":40557514489971,"sku":"HBSP-316085","price":1276.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-316085.jpg?v=1665742046"},{"product_id":"hbsp-316086","title":"Longchamp","description":"\u003cp\u003eLongchamp's Le Pliage is one of the fashion world's most successful products, a cultural icon across the globe. But managing the low priced, nylon handbag is challenging as Longchamp tries to move its brand upmarket into higher priced, luxury leather goods. How much should Longchamp focus on Le Pliage versus its leather handbags? How should the subbrand be distributed, merchandised, priced, and promoted? How does Le Pliage both contribute to and detract from Longchamp's brand equity?\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：24ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-316086\u003c\/p\u003e\u003cp\u003e発行日：2016\/6\/15\u003c\/p\u003e\u003cp\u003e登録日：2016\/9\/21\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 24","offer_id":40557514457203,"sku":"HBSP-316086","price":1342.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-316086.jpg?v=1665742046"},{"product_id":"hbsp-317088","title":"T. Rowe Price and the Dell Inc. MBO (A)","description":"\u003cp\u003eT. Rowe Price's mutual funds, separate accounts, institutional investors and retirement accounts were in the aggregate Dell Inc.'s third largest shareholder in 2013 when Dell announced a management-led buy-out, or MBO, structured as a merger. In considering whether to vote for or oppose the transaction, Brian C. Rogers, chairman and chief investment officer at T. Rowe, and his team had to consider whether the price offered represented the fair value of Dell. In addition, if Rogers concluded the merger price did not represent fair value, should T. Rowe simply sell its shares, or was it is the best interests of T. Rowe's fund and other investors to oppose the deal risking its possible collapse? And if T. Rowe opposed the transaction but it was nevertheless approved, should T. Rowe pursue appraisal of its shares in the Delaware courts?\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：13ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-317088\u003c\/p\u003e\u003cp\u003e発行日：2017\/1\/5\u003c\/p\u003e\u003cp\u003e登録日：2017\/4\/5\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 13","offer_id":40557511802995,"sku":"HBSP-317088","price":1210.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-317088.jpg?v=1665742099"},{"product_id":"hbsp-317089","title":"T. Rowe Price and the Dell Inc. MBO (B)","description":"\u003cp\u003eSupplement to case 317088. After deciding to oppose the Dell MBO, T. Rowe Price together with other dissident Dell shareholders sought appraisal of their shares in the Delaware courts. The appraisal process resulted in a significant increase in the price to be paid to dissenting shareholders for their Dell shares. T. Rowe Price discovered, however, that a voting glitch had resulted in T. Rowe's shares being voted in favor of the transaction thus potentially disqualifying it from obtaining the increased value resulting from the appraisal. What obligations did T. Rowe have to its fund and other investors and should it do? \u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：3ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-317089\u003c\/p\u003e\u003cp\u003e発行日：2017\/1\/5\u003c\/p\u003e\u003cp\u003e登録日：2017\/4\/5\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 3","offer_id":40557511770227,"sku":"HBSP-317089","price":990.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-317089.jpg?v=1663879043"},{"product_id":"hbsp-3258","title":"Harrington Collection: Sizing Up the Active-Wear Market","description":"\u003cp\u003eWhen students have the English-language PDF of this Brief Case in a coursepack, they will also have the option to purchase an audio version. In the wake of slumping sales and sagging profit margins, a leading manufacturer and retailer of high-end women's apparel, Harrington Collection, must evaluate an opportunity to expand into the high-growth active-wear market. Sara Huey, Vice President of Strategic Planning, calls on two of her colleagues to help perform a comprehensive market evaluation. They must analyze the financial implications of the opportunity, assess trade and competitor reactions, consider the risks, and determine whether the Vigor division of the company will be able to successfully launch and manage the new product line.\u003c\/p\u003e\u003cp style=\"margin-top:30px;\"\u003e\u003cstrong\u003e【書誌情報】\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eページ数：14ページ\u003c\/p\u003e\u003cp\u003eサイズ：A4\u003c\/p\u003e\u003cp\u003e商品番号：HBSP-3258\u003c\/p\u003e\u003cp\u003e発行日：2008\/9\/26\u003c\/p\u003e\u003cp\u003e登録日：2011\/4\/13\u003c\/p\u003e\u003cdiv id=\"mttContainer\" class=\"bootstrapiso\" style=\"left: 0px; top: 0px; position: fixed; z-index: 100000200; width: 500px; margin-left: -250px; background-color: rgba(0, 0, 0, 0); pointer-events: none; transform: translate(541px, 0px);\" data-original-title=\"\" title=\"\"\u003e\u003c\/div\u003e","brand":"HBSP-P02","offers":[{"title":"A4 \/ 14","offer_id":40557496860787,"sku":"HBSP-3258","price":1210.0,"currency_code":"JPY","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0564\/7823\/6787\/products\/HBSP-3258.jpg?v=1663853087"},{"product_id":"hbsp-3439","title":"Defeating Feature Fatigue (HBR OnPoint Enhanced Edition)","description":"\u003cp\u003eConsider a coffeemaker that offers 12 drink options, a car with more than 700 features on the dashboard, and a mouse pad that's also a clock, calculator, and FM radio. 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