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Airbnb: Tough Choices Growing a Platform Business 

Date: 19/06/2019 Author(s): Capizzani, Mario Document type: Case The general manager for Airbnb for the EMEA region, Jeroen Merchiers is pondering about several growth alternatives for technology based platform that had recently disrupted the accommodation industry. Airbnb, the peer-to-peer tourist accommodation market place that was one of the most successful representatives of the so called "shared economy" had ... More information

Foundations of Inbound Marketing 

Date: 06/04/2017 Author(s): Capizzani, Mario; Valdés, Pau Document type: Technical Note This technical note explains the main aspects of how the marketing process has been transformed as a result of the boom of Web 2.0 technologies, which has had profound implications for the way consumers search, compare and purchase products and services. The consequences of these changes include the rise of inbound marketing and content marketing, ... More information Read related article

Airbnb: What´s Next? 

Date: 15/12/2015 Author(s): Capizzani, Mario; Kim, Tommy; Obersriebnig, Stefan Document type: Case The general manager for Airbnb in Spain and Portugal, Jeroen Merchiers is pondering about several issue as he prepares to delegate responsibilities in Iberia and take on a larger European role. Airbnb, the peer-to-peer tourist accommodation market place that was one of the most successful representatives of the so called "share economy¿ had experienced ... More information

Mobile Marketing Strategy 

Date: 29/07/2015 Author(s): Capizzani, Mario; Bhargava, Neeti; Cañigueral, Xavier; Chaudhry, Shruti Document type: Technical Note In the modern-day marketing mix, companies must choose from an increasing array of channels to sell their products or services and connect with their users. Whereas television, print and online advertising have traditionally dominated this promotion arena, mobile now accounts for more than half of all search traffic in at least 10 countries and an ... More information Read related article

Dodot: The Introduction of a Basic Line in the Iberian Peninsula 

Date: 15/11/2012 Author(s): Capizzani, Mario; Gorecka, Justina Document type: Case The Dodot brand of Arbora & Ausonia (A&A) is suffering significant market share decline in the diaper division in Spain and Portugal at the hands of lower priced private label products. The case presents an A&A dual proposal to launch a new economy (basic) line of diapers to combat these rivals and to reposition its top-of-the-line product. More information

Governance of World Association Football 

Date: 03/09/2012 Author(s): Xenos, Emmanouil; Capizzani, Mario; Dávila, Antonio Document type: Technical Note Sport is big business around the world. Within the sports industry, association football - commonly referred to as "football" around the world or "soccer" in North America - is considered to be the world's richest sport and is often touted as the "king of sport" or the "most popular sport in the world." The scope of this note is to provide the reader ... More information

AéroTec Systèmes' Navigateur: A Travel Experience from Out of This World 

Date: 11/11/2009 Author(s): Guitart, Iván; López-Urdiales, José Mariano; Rocha e Oliveira, Paulo; Capizzani, Mario Document type: Case A group of engineers at AéroTec has finalized the design of a space vehicle called the Navigateur and they must now devise a marketing plan for this innovative new experience. The Navigateur differs from currently available offerings in commercial space travel in that it provides a highly superior visual experience, greater comfort, and lower training ... More information
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