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Turrones Artesanos del Mediterráneo (TAM) 

Date: 13/12/2018 Author(s): García Pont, Carlos; Soler, Edi Document type: Case More information

Plan Estratégico de Turismo de Barcelona 2015 

Date: 29/05/2012 Author(s): Campoy, David; García Pont, Carlos; Rocha e Oliveira, Paulo Document type: Case El tema central de este documento es la definición de los elementos clave que deben formar parte del Plan Estratégico de Turismo de Barcelona 2015. En él se repasa la historia de la estrategia turística de Barcelona, centrándose en los Juegos Olímpicos de 1992 y sus repercusiones en el sector turístico. Con ello se pone de relieve el estrecho vínculo ... More information Read related article

Alcatel-Lucent: Marketing the Cell Phone as a Mobile Wallet 

Date: 02/05/2012 Author(s): Camacho, Nuno; Verniers, Isabel; García Pont, Carlos; Stremersch, Stefan Document type: Case Alcatel-Lucent (ALU) was gearing up for the launch of a new business: mobile payment services. Mobile payment involves cash transactions between consumers and merchants or between consumers using their mobile phones. The emergence of a new technology in which ALU had strong expertise - near-filed communication (NFC) - represented a huge opportunity, ... More information

Macsa: la venta de proyectos 

Date: 30/03/2012 Author(s): García Pont, Carlos; Rocha e Oliveira, Paulo Document type: Case La fuerza de ventas de MACSA ha sido exitosa en la venta de impresoras, lásers y máquinas de etiquetado durante décadas. La reciente incorporación de proyectos en la oferta de la empresa requiere una nueva estrategia de ventas. Este caso trata los desafíos a que se enfrentan los directivos de la empresa en la elaboración e implementación de esta nueva ... More information


Date: 30/01/2012 Author(s): García Pont, Carlos; García Solé, Carlos Document type: Case KTM, an international leader in off-road motorcycles, proposed for GAS GAS to manufacture trial motorcycle models for its company. The brand, GAS GAS, which has 50% of the global trial motorcycle market, considers the strategic pros and cons of entering into this agreement. More information

Internet Marketing 

Date: 16/12/2011 Author(s): Puig, Albert; Rocha e Oliveira, Paulo; García Pont, Carlos Document type: Technical Note In this technical note we explain what Internet marketing is, what it is used for, and how it is done. The note covers a wide variety of subjects, but is broadly in two parts. The first, more theoretical part explains why the Internet is a good medium for marketing. The second focuses on more practical issues, i.e., the things we must we know in order ... More information

Macsa: Making the Transition from Products to Projects 

Date: 29/07/2011 Author(s): García Pont, Carlos; Rocha e Oliveira, Paulo; Valadas, Jorge Document type: Case MACSA competed in the coding and product identification industry, as it proportioned firms with the ability to trace all of its products form raw material to the end consumer. Their traditional strategy had been to sell "products" such as ink-jet printers, lasers, and labeling machines. In recent years, the company started to sell "projects" which ... More information

Google AdWords: Developing and Growing the Spanish Market 

Date: 22/11/2010 Author(s): Puig, Albert; Rocha e Oliveira, Paulo; García Pont, Carlos Document type: Case Google is the largest advertising space seller in the world. Its flagship product is the "sponsored links" ads on its search result page, regardless of how hard it is to take full advantage of them. These links are sold primarily through the Google Adwords site, with the support of a sales team.The challenge facing this business organization is complicated ... More information

Market Orientation 

Date: 22/11/2010 Author(s): García Pont, Carlos; Rocha e Oliveira, Paulo Document type: Technical Note The purpose of this technical note is to define the concept of market orientation, demonstrate the advantages and characteristics of a market-oriented company and propose some ideas to help companies develop their market orientation. Market orientation is one of the central concepts in marketing literature. It gives companies a competitive edge by ... More information

Now what? 

Date: 18/06/2008 Author(s): García Pont, Carlos; Palencia, Luis Document type: Case Dieter is facing the decision of what to do on the Monday after the resignation of the CEO of the company where he is Sales Manager. A conflict between the five partners blew up with accusations of lack of loyalty and mishandling of the business. The whole business has been put at risk, given that all the partners are important for its development. ... More information
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