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Case
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Reference no. E514-097-1
Spanish language
Subject category: Marketing
Published by: IE Business School
Originally published in: 2014
Version: 5 March 2012
Length: 31 pages
Data source: Field research

Abstract

The company ClearChannel sells adverts in outdoor supports, from walls in roads to bus stop base. Nowdays renting bycicle services are in fashion. But when Barcelona city demands a renting system without advertising, ClearChannel asks itself whether there is any sense in getting involved. 'Is this its business'? 'Can they offer any value to Barcelona'? 'In which way Barcelona’s demands will alter its business strategy'? 'Which marketing strategy is appropriate to this particular market'?

Time period

The events covered by this case took place in 2006.

Geographical setting

Region:
Europe
Country:
Spain
Location:
Barcelona

Featured company

Anonymous company no. 1
Industry:
Public administration

About

Abstract

The company ClearChannel sells adverts in outdoor supports, from walls in roads to bus stop base. Nowdays renting bycicle services are in fashion. But when Barcelona city demands a renting system without advertising, ClearChannel asks itself whether there is any sense in getting involved. 'Is this its business'? 'Can they offer any value to Barcelona'? 'In which way Barcelona’s demands will alter its business strategy'? 'Which marketing strategy is appropriate to this particular market'?

Settings

Time period

The events covered by this case took place in 2006.

Geographical setting

Region:
Europe
Country:
Spain
Location:
Barcelona

Featured company

Anonymous company no. 1
Industry:
Public administration

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