學門類別
哈佛
- General Management
- Marketing
- Entrepreneurship
- International Business
- Accounting
- Finance
- Operations Management
- Strategy
- Human Resource Management
- Social Enterprise
- Business Ethics
- Organizational Behavior
- Information Technology
- Negotiation
- Business & Government Relations
- Service Management
- Sales
- Economics
- Teaching & the Case Method
最新個案
- A practical guide to SEC ï¬nancial reporting and disclosures for successful regulatory crowdfunding
- Quality shareholders versus transient investors: The alarming case of product recalls
- The Health Equity Accelerator at Boston Medical Center
- Monosha Biotech: Growth Challenges of a Social Enterprise Brand
- Assessing the Value of Unifying and De-duplicating Customer Data, Spreadsheet Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise, Data Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise
- Board Director Dilemmas: The Tradeoffs of Board Selection
- Barbie: Reviving a Cultural Icon at Mattel (Abridged)
- Happiness Capital: A Hundred-Year-Old Family Business's Quest to Create Happiness
Marketing at Bain & Co.
內容大綱
David Bechhofer, a partner responsible for Bain & Co.'s marketing strategy, faces a dilemma: Traditional marketing is foreign to Bain's corporate culture (which is rather based on customer relationships), yet the firm cannot ignore traditional marketing tools if it wants to face global competition in the rapidly growing consulting industry. Indeed, all of Bain's traditional competitors as well as a lot of new players use aggressive marketing to acquire new segments from the growing customer base. David has to respond to this challenge while staying consistent with the firm's original value proposition, which is highly appreciated by its existing customers. The case provides an opportunity to discuss how to communicate a consistent global corporate image for a services firm whose "raison d`etre" is based on customer relationships.