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Case Studies by Jean-Claude Larreche

9 case studies

by Publication Date
published: 28 Apr 2014

  • Topic: Marketing
  • Industry: Software
  • Region: Global

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Abstract:
QlikTech, with its disruptive technology and business model, seems to have found a market niche in the mid-market business-to-business software segment. The big 5 market participants are now starting to offer the in-memory technology that QlikTech has built its business upon. In the light of the traditional vendors’ encroachment, can QlikTech’s growth be sustained?

Pedagogical Objectives:
- to understand what factors enabled QlikTech to grow - to develop a deep understanding of the following drivers of company growth: customer value, power offer, customer engagement - to understand how growth drivers should be used and analysed to determine whether a company’s growth is sustainable - to introduce the Momentum Process framework

Keywords:
Powering for Growth, Growth, Momentum Effect, Value, Qliktech, Business Intelligence, Business to Business, Customer Insight

published: 14 Jan 2010

  • Topic: Marketing
  • Industry: Banking
  • Region: Europe

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Abstract:
Apesar de iniciativas similares levadas a cabo por grandes bancos internacionais, o First Direct tornou-se no modelo do banco telefónico a nível mundial. O caso descreve a história do First Direct e dos vários componentes que fazem parte das suas operações, particularmente no que diz respeito à questão central de relações de marketing a distância.

Pedagogical Objectives:
Fazer com que os estudantes compreendem todos os aspectos diferentes de uma operação moderna que a torna eficaz, única e difícil de imitar. Uma análise superficial deste novo modelo de sucesso, ou de outros, leva a conclusões rápidas e pobres imitações.

Keywords:
Marketing, Marketing Directo, Rela��es De Marketing, Servicos, Actividade Bancaria, Banco Telefonico

Related:

published: 09 May 2005

  • Topic: Marketing
  • Industry: Airlines
  • Region: Global

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Abstract:
The Virgin Atlantic Airways (VAA) case was written on the occasion of the company's 10th anniversary. In 10 years, VAA has brought many innovations to the airline industry and won many awards for its service. It has fought against giants on an international scale and has survived the airline industry's most difficult years. The case describes the history of the firm, its achievements, and its practices especially in terms of operations, human resources and marketing.

Pedagogical Objectives:
The case aims to discuss the concept of customer value delivery and to understand the mechanisms by which VAA can profitably offer its customers high quality service at a low price. Other possible pedagogical objectives are positioning, innovation, service, quality, and public relations. The case is best suited for courses on marketing management or services management.

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published: 01 Jan 1998

  • Topic: Marketing
  • Industry: Banking
  • Region: Europe

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Abstract:
Aunque existen otras iniciativas similares puestas en marcha por grandes bancos internacionales, el First Direct se ha convertido en el modelo de telebanco a nivel mundial. Este caso explica la historia de First Direct y los distintos elementos de su operativa, haciendo especial hincapié en el tema del marketing relacional a distancia.

Pedagogical Objectives:
Dar a conocer al estudiante las distintas facetas de una actividad moderna, �nica y efectiva, que es dif�cil de imitar. Un an�lisis superficial de este nuevo y exitoso modelo (o de otros) origina conclusiones r�pidas y p�lidas imitaciones.

Keywords:
Marketing, Marketing Directo, Marketing Relacional, Servicios, Banca, Telebanco

Related:

published: 01 Jan 1997

  • Topic: Marketing
  • Industry: Banking
  • Region: Europe

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Abstract:
First Direct has become the model of tele-banking worldwide, despite similar initiatives undertaken by large international banks. The case describes the history of First Direct and the various components of its operations, especially around the central issue of relationship marketing at a distance.

Pedagogical Objectives:
To make students understand all the various facets of a modern operation, which makes it effective, unique and difficult to imitate. A superficial analysis of this successful new model, or of other ones, leads to fast conclusions and pole imitations.

Keywords:
Marketing, Direct Marketing, Relationship Marketing, Services, Banking, Telebanking

Prizes won:
- 2005 ecch Best-selling Case in Marketing
- 2004 ecch Best-selling Case in Marketing
- 2003 ecch Best-selling Case in Marketing
- 2002 ecch Best-selling Case in Marketing
- Overall Winner of 2000 European Case Awards
- Winner of 1997 EFMD Best Case of the Year Award

Related:

published: 01 Feb 1995

  • Topic: Marketing
  • Industry: Airlines
  • Region: Global

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Abstract:
The Virgin Atlantic Airways (VAA) case was written on the occasion of the company's 10th anniversary. In 10 years, VAA has brought many innovations to the airline industry and won many awards for its service. It has fought against giants on an international scale and has survived the airline industry's most difficult years. The case describes the history of the firm, its achievements, and its practices especially in terms of operations, human resources and marketing.

Pedagogical Objectives:
The case aims to discuss the concept of customer value delivery and to understand the mechanisms by which VAA can profitably offer its customers high quality service at a low price. Other possible pedagogical objectives are positioning, innovation, service, quality, and public relations. The case is best suited for courses on marketing management or services management.

Keywords:
Marketing, Services, Value, Delivery, Entrepreneurship, Public Relations, Leadership, Pricing

Prizes won:
- 2007 ecch Best-selling Case in Marketing
- 2006 ecch Best-selling Case in Marketing
- 2005 ecch Best-selling Case in Marketing
- 2004 ecch Best-selling Case in Marketing
- 2003 ecch Best-selling Case in Marketing
- 2002 ecch Best-selling Case in Marketing
- Overall Winner of 1996 European Case Awards
- Winner of 1995 EFMD Case Writing Competition, Relationship Marketing Category

Related:

published: 01 Jan 1989

  • Topic: Marketing
  • Industry: Fictitious industrial manufacturer

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Abstract:
A series of three cases to illustrate the issue of strategic marketing resource allocation between products. STARCO (A) presents the challenge of a newly appointed Vice-President of Marketing in developing a product-market portfolio for its division. The case contains detailed information on the market and competitive situations as well as a five-year projection of a "status-quo" strategy. STARCO (B) and (C) build on the discussions of the (A) case and give students an opportunity to test their strategies with the MARKOPS.

Pedagogical Objectives:
To illustrate the strategic issues in allocating marketing resources between products.To investigate the dynamic effects of product portfolio strategies

Related:

published: 01 Jan 1989

  • Topic: Marketing
  • Industry: Fictitious industrial manufacturer

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Abstract:
A series of three cases to illustrate the issue of strategic marketing resource allocation between products. STARCO (A) presents the challenge of a newly appointed Vice-President of Marketing in developing a product-market portfolio for its division. The case contains detailed information on the market and competitive situations as well as a five-year projection of a "status-quo" strategy. STARCO (B) and (C) build on the discussions of the (A) case and give students an opportunity to test their strategies with the MARKOPS.

Pedagogical Objectives:
To illustrate the strategic issues in allocating marketing resources between products.To investigate the dynamic effects of product portfolio strategies

Related:

published: 01 Jan 1989

  • Topic: Marketing
  • Industry: Fictitious industrial manufacturer

Show details ...

Abstract:
A series of three cases to illustrate the issue of strategic marketing resource allocation between products. STARCO (A) presents the challenge of a newly appointed Vice-President of Marketing in developing a product-market portfolio for its division. The case contains detailed information on the market and competitive situations as well as a five-year projection of a "status-quo" strategy. STARCO (B) and (C) build on the discussions of the (A) case and give students an opportunity to test their strategies with the MARKOPS.

Pedagogical Objectives:
To illustrate the strategic issues in allocating marketing resources between products.To investigate the dynamic effects of product portfolio strategies

Related:

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