ARTICLES WITH TAG: Case Study

Marketing: How to be David against Goliath
Communication

Marketing: How to be David against Goliath

by Frédéric Oble

Drawing on his in-depth study of the French success-story Michel et Augustin, Frédéric Oble, Professor of Marketing ESSEC Business School, provides us with insights into what the little brands can do to rival with the giants without spending millions.

5 Lessons Learned by BMW in China
Strategy

5 Lessons Learned by BMW in China

by Ashok Som

How did one premium European brand carve out a niche in China’s luxury market?

A 10 step guide to negotiating a job offer
Strategy

A 10 step guide to negotiating a job offer

by Aurélien Colson

As part of the new IRENE case study series, negotiation expert Aurélien Colson (Professor at ESSEC Business School and IRENE Director) identifies key steps to successfully negotiating a new job offer.

A “backstage” peek at how one music festival gets organized and financed
Sustainability

A “backstage” peek at how one music festival gets organized and financed

by Arthur Gautier

A new case method unveils the strategy, tangible operations and business models of one of Europe’s biggest rock music festivals

TOP RESEARCH Coach: How One Brand is Navigating the Affordable Luxury Paradox
Strategy

Coach: How One Brand is Navigating the Affordable Luxury Paradox

by Ashok Som

Once upon a time, Coach was a trailblazing ‘accessible luxury’ brand, does it still have what it takes?