|
| Transparency and Ethics at Everlane - Teaching Note |
| 作者姓名：Karen Robson; Matthew Wilson; |
| 商品類型： | 商品編號：8B21A005 |
| 出版日期：2021/02/05 | 內容長度：8 頁 |
Teaching note for product 9B21A005.
|
| Transparency and Ethics at Everlane |
| 作者姓名：Karen Robson; Matthew Wilson; |
| 商品類型：Case (Pub Mat) | 商品編號：9B21A005 |
| 出版日期：2021/02/05 | 內容長度：6 頁 |
Innovative US apparel retailer Everlane Inc. (Everlane) employed "radical transparency," disclosing detailed information about the costs it incurred and the factories that manufactured its clothes. The company also claimed to prioritize ethics and sustainability. For example, Everlane committed both to supporting its suppliers by addressing their needs and to eliminating virgin plastics from its entire supply chain by 2021. The company's .....more
|
| Gillette Takes a Stand: Toxic Masculinity and #thebestmencanbe |
| 作者姓名：Stefanie Beninger; Karen Robson; |
| 商品類型：Case (Pub Mat) | 商品編號：9B20A001 |
| 出版日期：2020/01/17 | 內容長度：8 頁 |
In early January 2019, Gillette, one of the world’s leading razor brands, ignited controversy with a specific advertisement—the “We Believe” video. This short film tackled toxic masculinity and encouraged men to be #TheBestMenCanBe. While Gillette historically focused on portraying men as athletes or as career-oriented individuals, the brand's promotions since the late 2010s had turned to a more diverse conceptualization of manhood. When launched .....more
|
| Gillette Takes a Stand: Toxic Masculinity and #thebestmencanbe- Teaching Note |
| 作者姓名：Stefanie Beninger; Karen Robson; |
| | 商品編號：8B20A001 |
| 出版日期：2020/01/17 | 內容長度：9 頁 |
Teaching note for product 9B20A001.
|
| M.M.Lafleur: Market Segmentation and Targeting |
| 作者姓名：Karen Robson; Adam J. Mills; |
| 商品類型：Case (Pub Mat) | 商品編號：9B20A002 |
| 出版日期：2020/01/16 | 內容長度：6 頁 |
M.M.LaFleur, a clothing company founded in New York in 2013, specialized in office wear for professional women. Specifically, M.M.LaFleur targeted a difficult-to-serve group—working women who did not like shopping. Despite the challenging customer base, the company grew steadily since its inception. Customers could shop online through the company's website or attend showrooms, pop-up stores, or trunk shows, where sales associates provided attentive .....more
|
| M.M.Lafleur: Market Segmentation and Targeting - Teaching Note |
| 作者姓名：Karen Robson; Adam J. Mills; |
| | 商品編號：8B20A002 |
| 出版日期：2020/01/16 | 內容長度：8 頁 |
Teaching note for product 9B20A002.
|
| Game of Thrones: Tourism in Dubrovnik, Croatia |
| 作者姓名：Karen Robson; Kerstin Heilgenberg; |
| 商品類型：Case (Pub Mat) | 商品編號：9B19A013 |
| 出版日期：2019/03/29 | 內容長度：6 頁 |
In 2018, Game of Thrones, a widely popular television series, had inspired a significant increase in tourism to one of its filming locations: Dubrovnik, Croatia. The economy in Croatia, in general, and Dubrovnik, in particular, relied significantly on tourism. However, the popularity of the television series had led to overwhelming tourist traffic in the area. During the peak tourist season, the city now suffered from serious overcrowding. In addition, .....more
|
| Game of Thrones: Tourism in Dubrovnik, Croatia - Teaching Note |
| 作者姓名：Karen Robson; Kerstin Heilgenberg; |
| | 商品編號：8B19A013 |
| 出版日期：2019/03/29 | 內容長度：6 頁 |
Teaching note for product 9B19A013.
|
| De Beers Group: Marketing Diamonds to Millennials - Teaching Note |
| 作者姓名：Stefanie Beninger; Karen Robson; |
| 商品類型： | 商品編號：8B17A057 |
| 出版日期：2017/10/31 | 內容長度：7 頁 |
Teaching note for product 9B17A057.
|
| De Beers Group: Marketing Diamonds to Millennials |
| 作者姓名：Stefanie Beninger; Karen Robson; |
| 商品類型：Case (Pub Mat) | 商品編號：9B17A057 |
| 出版日期：2017/10/31 | 內容長度：10 頁 |
In 2017, the next generation of consumers that were poised to become engaged to be married—millennials—showed different preferences and consumption patterns than previous generations had shown. In response, the De Beers Group of Companies (De Beers), a leading company within the global diamond industry, was making moves to capture this important market. In partnership with the world’s six other leading diamond companies, known collectively as the .....more
|
|