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Original Buff S.A.: Facing the Challenges of an Omnichannel Strategy 

Date: 19/09/2017 Author(s): Nueno, José Luis; Clemares, Fuencisla Document type: Case BUFF® made a wide variety of products for use in medium- and high-intensity sports and hiking, and even as fashion accessories for the urban environment. Innovation and design were key to the success of its products. BUFF® therefore devoted a significant part of its resources to developing new technologies, including a heat-bonding technique for producing ... More information

Media Markt's Omnichannel Strategy (B) 

Date: 06/09/2016 Author(s): Clemares, Fuencisla; Nueno, José Luis Document type: Case The launch of its online channel made Media Markt reconsider its pricing policy and promotional strategy. In the digital world, traditional distributors also competed with purely online low-cost players with very aggressive pricing strategies. In order to be competitive, the online channel required a strategy of low margins and low prices. The challenge ... More information

Media Markt's Omnichannel Strategy (A) 

Date: 06/09/2016 Author(s): Clemares, Fuencisla; Nueno, José Luis Document type: Case The launch of its online channel made Media Markt reconsider its pricing policy and promotional strategy. In the digital world, traditional distributors also competed with purely online low-cost players with very aggressive pricing strategies. In order to be competitive, the online channel required a strategy of low margins and low prices. The challenge ... More information

The Challenge of Multichannel Marketing Management 

Date: 06/09/2016 Author(s): Clemares, Fuencisla; Nueno, José Luis Document type: Case It had been five years since Jordi Catalá, the founder and CEO of Sleeping (a manufacturer and distributor of sleep-related products and bedding), had launched his company's online channel. E-commerce now accounted for 10% of total sales and was about to reach breakeven in terms of the income statement. Tension between the traditional and online marketing ... More information
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