Business strategy
October 2020
The Marketing Process – Background Note
By Nader Tavassoli
The Chartered Institute of Marketing in the UK defines marketing as: “The management process responsible for identifying, anticipating and satisfying customer requirements profitably” 1 This note describes the marketing process…
October 2013
Nokia Siemens Networks: Branding a Global Merger from the Inside Out
By Simona Botti, Nader Tavassoli, Gudrun Herrmann
A handful of global players dominated the telecommunications infrastructure industry in 2007. The benefits to scale were significant: substantial funding requirements were necessary to sustain continuous innovation and development of networks, products and services; key…
October 2019
Ferrari: Strategy in Transition
By Stefano Turconi
Set in January 2018, the case presents the situation facing Ferrari Chairman and CEO Sergio Marchionne as he considers the future of the septuagenarian racing and luxury performance car company. During his tenure, Marchionne steered…
November 2010
Changing the Fortunes of E.ON’s Corporate Customer Business (D)
By Michael Jacobides, Adrian Merrick
This case details UK energy supplier E.ON’s business turnaround from 2008. The company operated generation, distribution and retail businesses, with separately run sales and customer service operations. Following the departure of the heads of the…
November 2010
Changing the Fortunes of E.ON’s Corporate Customer Business (C)
By Michael Jacobides, Adrian Merrick
This case details UK energy supplier E.ON’s business turnaround from 2008. The company operated generation, distribution and retail businesses, with separately run sales and customer service operations. Following the departure of the heads of the…
November 2010
Changing the Fortunes of E.ON’s Corporate Customer Business (B)
By Michael Jacobides, Adrian Merrick
This case details UK energy supplier E.ON’s business turnaround from 2008. The company operated generation, distribution and retail businesses, with separately run sales and customer service operations. Following the departure of the heads of the…
February 2011
Changing the Fortunes of E.ON’s Corporate Customer Business (A)
By Michael Jacobides, Adrian Merrick
This case details UK energy supplier E.ON’s business turnaround from 2008. The company operated generation, distribution and retail businesses, with separately run sales and customer service operations. Following the departure of the heads of the…