03229nam a22005291i 4500 000707477 CaToSAGE 20240202172917.0 20190104174335.4 m|||||o||d|||||||| cr ||||||||||| 190104r20172017enka fo 000 0|eng|d NEZPRACOVANÝ IMPORT 9781526462817 (ebook) : No price (OCoLC)1089145972 CaToSAGE eng CaToSAGE rda pn UtOrBLW n mx QA76.76.A65 L44 2017 005.3 23 Lee, Angela Y., author. Aliada : an online platform matching maids with customers in Mexico / Angela Y. Lee, Vasilia Kilibarda Funston. London : Kellogg School of Management, 2017. 1 online resource : illustrations. text txt rdacontent computer c rdamedia online resource cr rdacarrier SAGE Knowledge. Cases Originally Published InLee, A. Y., & Funston, V. K. (2017). Aliada: An online platform matching maids with customers in Mexico. 5-217-250. Evanston, IL: Kellogg School of Management at Northwestern University. This case puts students in the shoes of Mexican entrepreneur Rodolfo Corcuera of the tech startup Aliada, an online platform that matches maids with customers in Mexico City. With backing from one of Mexico City's newest venture capital firms, Corcuera's business now needs to scale, and he is considering how best to position his offering to those on whom his business model depends--maids and customers. To tackle this, students will learn about basic concepts from psychology that can inform marketers. More specifically, they will learn how basic human needs (nurturance, security) fuel self-regulatory goals (promotion and prevention goals, respectively), which in turn impact how people approach their consumption goals. Students will analyze Aliada's current Facebook ads, watch videos of some of Aliada's current maids and customers to assess whether they seem more motivated by promotion or prevention goals, and recommend optimal messaging for Facebook ads and subway banners in order for Corcuera to be most appealing to these two target audiences who may have different motivations. Description based on XML content. elektronické knihy fd186907 czenas electronic books eczenas Corcuera, Rodolfo. Aliad Management Case studies. Facebook (Firm) Case studies Women household employees Mexico Mexico City Marketing Case studies. Internet advertising Mexico Mexico City Psychological aspects Case studies. Consumers Attitudes Case studies. New business enterprises Mexico Mexico City Case studies. Funston, Vasilia Kilibarda, author. SAGE Knowledge. Cases. SAGE Knowledge https://sk.sagepub.com/cases/aliada-an-online-platform-matching-maids-with-customers-in-mexico Plný text SBC EB NEPOSILAT EB