Bombardier and Alstom: The Acela Express
The complex history of the relationship between the companies in the Acela Express railway installation is mined for key lessons for future marketing relationships with particular pertinence to relationships within international marketing projects.
Content: Case Study | Authors: David Soberman, Nicholas Rowell | Source: INSEAD | Subjects: International, Marketing / Sales | Industry: Transportation | Company: Bombardier and Alstom
Parfums Cacharel de L’Oréal: Decoding and Revitalizing a Classic Brand
Parfums Cacharel’s AnaisAnais and Loulou were once the number one and number two best-selling fragrances in Europe, but profits had slipped and the firm’s new director argued that the organization had lost sight of its brand identity. How could it carry out an effective self-assessment? Cacharel chose brand decoding over market research. Professor Pierre Chandon, Professor Klaus Wertenbroch and Nicholas Rowell ask you to determine … [ Read more ]
Content: Case Study | Authors: Klaus Wertenbroch, Nicholas Rowell, Pierre Chandon | Source: INSEAD | Subject: Marketing / Sales | Company: Parfums Cacharel de L’Oréal