Toilet paper in a Marketing Strategy class?

Our monthly Executive MBA participants recently dealt with a case that was somewhat out of the ordinary: that of Renova’s black toilet paper. The activity was the topic of their Marketing Strategy class, involving a case study which would put all their newly-acquired knowledge to the test. At the end of the class, Prof. Andrés Cuneo resolved the case with the group, explaining the final outcome.

ESADE’s EMBA is a 4-phase programme, which focuses on Management Development from all vantage points. The Marketing Strategy module in particular, is carried out in Phase 1 -entitled “Company, Environment & Function”- touches on innovative aspects of management, which are learned, discussed and debated in-depth, offering a current vision of the company and its reality.

During the session in question, the participants reflected on the Renova case and offered their own perspective on the managerial decision-making process behind choices of this kind, and how they affect the success, or otherwise, of business models. To everyone’s surprise, including Professor Cuneo himself, one of the students came bearing gifts: everyone in the class got to take home a roll of black toilet paper!

ESADE EMBA Marketing Strategy

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