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Book Cover
Author Lee, Angela Y., author

Title Aliada : an online platform matching maids with customers in Mexico / Angela Y. Lee, Vasilia Kilibarda Funston
Published London : Kellogg School of Management, 2017


Description 1 online resource : illustrations
Series SAGE Knowledge. Cases
SAGE Knowledge. Cases
Summary 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
Notes 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
Description based on XML content
Subject Corcuera, Rodolfo
Aliad -- Management -- Case studies
Facebook (Firm) -- Case studies
SUBJECT Facebook (Firm) fast
Subject 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
Consumers -- Attitudes
New business enterprises
Mexico -- Mexico City
Genre/Form Case studies
Case studies.
√Čtudes de cas.
Form Electronic book
Author Funston, Vasilia Kilibarda, author
ISBN 9781526462817