Service and Operations Management
Calvo, Eduard; Orozco, Jesús Arturo; Estrada, Miguel
In 2007, Spain's leading maker of aircraft structures, Aernnova, planned to internationalize its operations and become more cost competitive in the process. Where in the world should the company go? To China, where its clients were heading, or to Mexico, with its cultural similarities and other benefits? Eduardo Calvo, Jesús Arturo Orozco and Miguel Estrada analyze the dilemma.
Villanueva, Julián; Güell, Rocío; Sánchez-Lozano, Santiago
For decades, the chocolate turrón of Suchard has been a fixture on the Christmas tables of Spanish consumers. Although the Suchard brand was well known for its traditional ad campaign each holiday season, a new management team considered changing the communication strategy dramatically. Would a change in tack pay off?
Business Ethics and Corporate Social Responsibility
Lucea, Jaime; Ribera, Alberto
Teaming is an online platform for an altruistic initiative with lofty goals built on micro-donations. A case study traces Teaming from the personal story of its founder, through celebrity boosts by singer Shakira and former Barça coach Frank Rijkaard, to ambitious expansion plans -- modeled on solidarity.