BBVA Compass: Marketing Resource Allocation

Sunil  Gupta; Joseph  Davies-Gavin

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Case | HBS Case Collection | January 2011 (Revised April 2012)

BBVA Compass: Marketing Resource Allocation

by Sunil Gupta and Joseph Davies-Gavin

Abstract

BBVA Compass, the 15th largest commercial bank in the U.S., is a part of the BBVA Group of Spain, the second largest bank in Spain with $755 billion in assets. In December 2010, Frank Sottosanti, Chief Marketing Officer of BBVA Compass, was reviewing the marketing performance of the company and deciding how to allocate next year's marketing budget across various offline and online channels.

Keywords: Advertising; Resource Allocation; Marketing Channels; Marketing Strategy; Performance Evaluation; Banking Industry; United States;

Format: Print

16 pages

Educators Purchase

Citation:

Gupta, Sunil, and Joseph Davies-Gavin. "BBVA Compass: Marketing Resource Allocation." Harvard Business School Case 511-096, January 2011. (Revised April 2012.)

About the Author

Sunil Gupta

Edward W. Carter Professor of Business Administration
Chair, General Management Program

Marketing

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Supplement | HBS Case Collection | October 2018

Zalora: Data-Driven Pricing

Sunil Gupta, Pavel Kireyev and Srinivas Reddy

Citation:
Gupta, Sunil, Pavel Kireyev, and Srinivas Reddy. "Zalora: Data-Driven Pricing." Harvard Business School Spreadsheet Supplement 519-701, October 2018. View Details

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Case | HBS Case Collection | September 2018

OYO: Creating Effective Spaces

Das Narayandas, Sunil Gupta, Rachna Tahilyani and Mahima Rao-Kachroo

Twenty-four-year old Ritesh Agarwal, founder and CEO of India-based online, hotel branding network OYO Rooms, has tackled the issue of unreliability in India's highly-fragmented budget hotel industry. In 2018, OYO branded 8,500 properties across 200 cities and managed to capture almost 1.5% of India's budget hotel market. Ritesh believes that in the process, OYO has honed technological skills and infrastructural capabilities that can transform the company from being a technology player to a hotel developer. OYO now aspires to convert corporate spaces and homes into accommodation spaces, and to make its mark worldwide.

Keywords: technology; Accomodation; app development; research; marketing; change management; entrepreneurship; information technology; operations and processes; innovation; strategy; Sales; Change Management; Entrepreneurship; Information Technology; Operations; Innovation Strategy; Sales; Accommodations Industry; India; South Asia;

Citation:
Narayandas, Das, Sunil Gupta, Rachna Tahilyani, and Mahima Rao-Kachroo. "OYO: Creating Effective Spaces." Harvard Business School Case 519-023, September 2018. View Details

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Book | 2018

Driving Digital Strategy: A Guide to Reimagining Your Business

Sunil Gupta

Disruption and transformation get a lot of hype and for good reason. Digital technologies have disrupted entire industries and incumbents have often struggled in this new world. Typical approaches used by legacy players such as using technology to improve efficiency, encouraging business units to do digital experiments, or launching independent units to spur innovation have met with limited success. These players have to strengthen their core and build for the future at the same time. It is like changing the engine of a plane while it is flying. Based on almost ten years of research, this book provides a framework for companies to reimagine their business. Using rich case studies and rigorous research, it shows how the rules of business have changed and why it is no longer enough for firms to be better or cheaper to gain competitive advantage. These new rules make it essential for companies to reexamine four fundamental aspects of their business to thrive in the digital era—their strategy, value chain, customer engagement, and organization structure. Done right, digital technology can be a tremendous opportunity for established players as demonstrated by Best Buy, New York Times, Weather Company, and others.

Keywords: marketing; digital strategy; competitive advantage; Technology; Transformation; Strategy; Competitive Advantage; Value Creation; Customer Focus and Relationships; Organizational Structure;

Citation:
Gupta, Sunil. Driving Digital Strategy: A Guide to Reimagining Your Business. Boston: Harvard Business Review Press, 2018. View Details

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BBVA Compass: Marketing Resource Allocation

Abstract

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