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Branded content

Date: 22/12/2016
Author(s): Villanueva, Julián; Ferrándiz, Luis; Soldado, Pilar

Document type: Technical Note

La presente nota técnica introduce al lector en el concepto de branded content, que se define como una nueva forma de hacer publicidad que utiliza la generación de contenidos como una manera de promocionar una marca, que es la que financia la producción de dichos contenidos. La nota técnica da una serie de recomendaciones sobre cómo crear una estrategia ...

5 Business Trends for 2017

Date: 13/12/2016
Interviewee(s): Mas, Núria; Las Heras, Mireia; Sachon, Marc; Ghemawat, Pankaj; Almandoz, John
Document type: Interview (Video)

Despite signs of economic recovery, populist movements against globalization present a watershed moment in 2017. Business leaders should plan for volatility and Industry 4.0 disruption, using gamification to develop talent, and rethinking what it means to win. IESE professors Núria Mas, Mireia Las Heras, Marc Sachon, Pankaj Ghemawat and John Almandoz ...

Mobile Payments: A Framework for SuccessPremium

Date: 13/12/2016
Author(s): Calvo, Eduard

Document type: Non-refereed article

Paying for your coffee, getting on the subway or splitting dinner with friends are everyday actions that can now be done using a mobile phone. But there is a lot more to mobile payments than merely substituting a phone for a card when performing a financial transaction. Managers need to think less about the technology per se and more about how the ...

2017 Outlook: 5 Business Trends

Date: 13/12/2016
Author(s): IESE Insight

Document type: Non-refereed article

Plus: Europe and China racing ahead on electric vehicles; promising signs for search funds; the facts on global connectedness; future directions for European e-commerce; the value creation and appropriation (VCA) model; is common ownership to blame for excessive CEO pay?

IESE Insight. Issue 31. Fourth Quarter 2016Premium

Date: 13/12/2016
Author(s): IESE Insight

Document type: Review

The nature of work is changing -- but don't panic. This magazine will make sure you are prepared. Alfredo Pastor and Bartolomé Mercadal Dupree separate science fiction from business reality: stop worrying about a robot taking your job, and start preparing for the changes ahead. Guido Stein and Miguel Martín suggest how companies may need to rethink ...

Javier Zamora: "Hay que pensar en digital para competir"

Date: 11/12/2016
Author(s): Atlántico Diario
Interviewee(s): Zamora, Javier
Document type: Interview

Javier Zamora es profesor del IESE dentro del departamento de Sistemas de información y es un experto en transformación digital de las organizaciones. Esta semana ha estado en Galicia para impartir una sesión del programa de alta dirección que el IESE tiene en la comunidad y aprecia que las empresas ya piden este tipo de formación que hace unos años ...

Hire a Data Experience Designer

Date: 07/12/2016
Author(s): Káganer, Evgeny; Margolis, Abby

Document type: Non-refereed article

Pundits have dubbed personal data "the new oil" of the 21st century. Yet for all the hype surrounding big data, people complain they have less meaning and are frustrated with how poorly brands leverage their information. That's because many companies still mine data with the end goal of streamlining business processes, largely neglecting an essential ...

From Cars to Mobility: Monetizing the Next Automotive Industry

Date: 25/11/2016
Interviewee(s): López-Quesada, Miguel; Sachon, Marc; Alonso, Jesús; De Meo, Luca; Roger, Francisco; Schlesinger, Dirk; May, Dieter; Iweins, Benoit; Nueno, Pedro; Sponsor(s): IESE - Industry Meetings
Document type: Interview (Video)

The industry of industries is facing its biggest challenge yet. The digitalization of all areas of business, increasing regulation, a change in user mentality and the emergence of Industry 4.0 have opened the doors for new players to enter the industry and have created the environment for the perfect storm.

Fluidra Connect: The Internet of Pools

Date: 17/11/2016
Author(s): Rodríguez, Silvia; Nueno, José Luis

Document type: Case

Connect Fluidra is a smart solution for pool industry professionals to remotely manage and diagnose pool-related issues. It was one of the most innovative initiatives by Fluidra and would require a different business model than what the company had traditionally developed. After running a controlled product launch in Spain, approached as a lab, things ...

Big Data. Qué es; aplicaciones en el entorno sanitario

Date: 28/10/2016
Author(s): Pharma Market

Document type: Interview

La información es poder, siempre lo ha sido, desde los comienzos de la historia. Hoy en día ese concepto es una realidad aún mayor. En primer lugar por la cantidad de datos que se manejan y en segundo por la capacidad de acción que se le otorga al propietario de esa información. A día de hoy, la lectura de datos tiene una influencia en todos los ...

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