Technos was the market leader in the Brazilian watch market. Its CEO had made a firm commitment of evolving the company’s marketing and commercial practices by focusing less on pushing product to retail clients and more on branding to end consumers to pull watches from retailers. In 2016, the company was about to re-launch its master brand’s website. But the more time passed, the greater were the discrepancies between what the marketing, commercial (sales) and retail divisions of the company envisioned as an ideal ecommerce-enabled Technos website. What should be the fundamental role(s) of our master brand’s website?
IguanaFix is a rapidly scaling Latin American startup that provides an online platform that connects consumers with home improvement contractors. The founders have acquired customers through both B2C and B2B methods. But in seeking to grow and scale the business, they now must make decisions about the relative emphasis on building their consumer brand or its B2B partnerships, and the implications for product offerings and marketing methods ranging from search engine marketing and Facebook ads to sales and account management.
There were probably 30,000 public buses, minibuses, and vans in Mexico City. Though, in 2015, no one knew for certain since no comprehensive schedule existed. This was why el Laboratorio para la Ciudad (or LabCDMX) had spawned an effort to generate a map of the labyrinth system that provided an estimated 14 million rides a day. Gabriella Gómez-Mont, the Lab’s founder and director, had led her team in a project to crowd-source the routes from volunteer riders in what came to be known as Mapatón CDMX. After four pilots and a two-week “mapping marathon” later, she wondered exactly what to make of the lab’s fiftieth experiment? Was Mapatón successful?
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Maria Fernanda Miguel joined Harvard Business School in 2013 as Director for the Latin America Research Center (LARC). Her responsibilities include leading research activities for Spanish speaking countries in LATAM, and providing programmatic support to different areas of HBS including admissions, executive education, and immersion programs. Fernanda is based in Buenos Aires, Argentina.
Prior to join Harvard Business School, Fernanda was a Senior Director and Leader for LATAM Business Development at Merck and senior consultant at McKinsey & Co., serving as global Practice Manager for the Business Technology Office Health Care Practice.
Fernanda holds a degree in economics from the Argentine Catholic University, an MBA from Harvard Business School, and a Master of Research from University of Bath.
Fernanda has been very active in non-profit activities, including fund rising at the Fundación Acción Hemato-oncologica – Argentine National Academy of Medicine, and acting as advisor to the Board of Directors of the Hospital Garrahan.
Priscilla Zogbi is the Director of the Latin American Research Center in São Paulo. Priscilla focuses on the School’s work in Brazil, developing research opportunities for faculty and relationships for other educational efforts such as the MBA curricular innovation and immersion programs.
Priscilla has over 17 years’ experience in marketing and product development. Before joining HBS she was a consultant to private equity and venture capital firms interested in the region. Prior to that she was a Global and a Regional Marketing Director at Avon Products, and has held managerial positions in the US and Brazil with Bath & Body Works, General Mills, Johnson & Johnson and Reckitt Benckiser.