YOC AG: integrating the mobile phone into the marketing mix
Author: Jelassi, Tawfik ; Enders, Albrecht ; Waldman, CharlesINSEAD Area: MarketingPublisher: Fontainebleau : INSEAD, 2008.Language: EnglishDescription: 22 p.Type of document: INSEAD CaseNote: Latest version available via https://publishing.insead.eduAbstract: The case study, along with its teaching note, provides students with an overview of the mobile marketing industry. After working through the case, students will be able to understand YOCs evolution into a complete mobile service provider; understand the companys service portfolio and its underlying technologies; and discuss YOCs competitive environment and its strategic positioning.Pedagogical Objectives: The case is intended for use in: Marketing classes the instructor should emphasize how mobile marketing helps companies to increase sales and awareness of products. Strategic Management courses the case illustrates how companies can mobilise the marketing and sales activities of their value chain. In the context of International Business the teacher should highlight YOCs European-wide expansion. Electronic and Mobile Commerce classes the instructor should point out the advantages of mobile devices over traditional fixed-line communication.| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
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Asia Campus Archives | Consultation only | |||||
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Europe Campus INSEAD Publications Display | Consultation only | BC008314 |
Latest version available via <a href=https://publishing.insead.edu>https://publishing.insead.edu</a>
The case is intended for use in: Marketing classes the instructor should emphasize how mobile marketing helps companies to increase sales and awareness of products. Strategic Management courses the case illustrates how companies can mobilise the marketing and sales activities of their value chain. In the context of International Business the teacher should highlight YOCs European-wide expansion. Electronic and Mobile Commerce classes the instructor should point out the advantages of mobile devices over traditional fixed-line communication.
The case study, along with its teaching note, provides students with an overview of the mobile marketing industry. After working through the case, students will be able to understand YOCs evolution into a complete mobile service provider; understand the companys service portfolio and its underlying technologies; and discuss YOCs competitive environment and its strategic positioning.
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