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Video International 

Date: 06/04/2017 Author(s): Káganer, Evgeny; Korovkin, Vladimir; Tatarinov, Katherine Document type: Case The case addresses the various trends facing the advertising market, both in TV advertising and online advertising. It sets out the dilemma of Vi, the biggest TV advertising service provider in Russia. The company was facing not only a difficult economic environment in Russia but also changes in consumer habits and a rapidly evolving advertising industry. ... More information  

Using Big Search Data to Map Your Market  Premium

Date: 16/03/2017 Author(s): Skiera, Bernd; Ringel, Daniel M. Document type: Non-refereed article Markets today are flooded with an increasing number of products and brands, making it difficult for companies to track how their products compete in the market. Big search data allow companies to obtain valuable insights on market share as well as on key competitors. But collecting and analyzing vast amounts of data pose huge challenges. In this article, ... More information   Read related article

3 Steps to Market-Driven Digital Transformation  Premium

Date: 16/03/2017 Author(s): Villanueva, Julián; Ferrándiz, Luis Document type: Non-refereed article The authors interviewed C-suite executives from 22 companies to discover best practices, and missteps, on the path to getting a business ready for a digitally transformed world. Their model, called the Stairway to Digitalization, starts with the ability to interpret market forces. This demands a marketing-driven fixation on customers, but since customers' ... More information   Read related article

Know Where to Start 

Date: 16/03/2017 Author(s): Argandoña, Antonio Document type: Opinion "I know I have to do things I've never done before: that's not the problem. The problem is not knowing where to start." An aspiring manager said this to an IESE colleague, who replied: "Welcome to the challenging yet never boring world of being a manager!" Digital transformation is a case in point. As executives, we know we have to transform our businesses ... More information  

IESE Insight. Issue 32. First Quarter 2016  Premium

Date: 16/03/2017 Author(s): IESE Insight Document type: Review Tech is changing how we do business. Break out of your bubble and learn to manage better in a digital age. Julián Villanueva and Luis Ferrándiz explain the best practices and missteps on the Stairway to Digitalization. Íñigo Gallo and Claudia Townsend highlight the critical differences between how material and experiential goods are evaluated and consumed. ... More information  

De Internet, leyes y responsabilidades 

Date: 03/03/2017 Author(s): Alvarez de Mon, Santiago Document type: Opinion ¿Cuántos correos recibe al día? ¿Cuántos considera relevantes y oportunos? ¿Cuántos merecen su indiferencia? ¿Cuántos, por los asuntos abordados, deberían ser canalizados a través de una conversación telefónica, reunión o encuentro mano a mano? ¿Cuántos son producto del manido recurso, con copia a, a veces pertinente, y otras un modo de ponerse a buen ... More information  

La economía colaborativa en las ciudades 

Date: 03/2017 Author(s): Ricart, Joan Enric; Berrone, Pascual Editor(s): CGS - Centro de Globalización y Estrategia Document type: Non-refereed article Cada vez es más frecuente encontrar empresas basadas en la economía colaborativa. Así, negocios como el de Airbnb, Uber o LendingClub ofrecen actividades en las que sus participantes contribuyen con un recurso propio a un fondo común del que otros pueden sacar provecho. Los dos tipos básicos de intercambio transaccional, el de la empresa con el consumidor ... More information  

Knowledge Reuse for Customization: Metamodels in an Open Design Community for 3D Printing 

Date: 03/2017 Author(s): Kyriakou, Harris; Nickerson, Jeffrey V.; Sabnis, Gaurav Document type: Article in Journal (refereed) Theories of knowledge reuse posit two distinct processes, reuse for replication and reuse for innovation. We identify another distinct process, reuse for customization. Reuse for customization is a process in which designers manipulate the parameters of metamodels to produce models that fulfill their personal needs. We test hypotheses about ... More information   Read related article

Barcelona: A Roman Village Becoming a Smart City (Abridged) 

Date: 08/02/2017 Author(s): Carrasco, Carlos; Ricart, Joan Enric; Berrone, Pascual Document type: Case On July 2, 2014, Josep Ramon Ferrer, director of the ICT and smart city strategy at Barcelona City Council, finished the second round of meetings with the companies selected to participate in the competitive dialogue to create City OS, Barcelona's operating system. City OS was one of the key milestones in Barcelona's smart city strategy. It aimed to ... More information  

How To Overcome Resistance and Get Commitment From Users 

Date: 20/01/2017 Author(s): Jesús Pérez Balaguer; Gregory, Robert Wayne; Káganer, Evgeny Document type: Technical Note If we consider the broad spectrum of changes that occur in organizations, it is apparent that in many cases, either directly or indirectly, technology is a very important factor to take into account and can even be the driver of change. But most people fear change and some have a deep aversion to it. In this document, we look at the reasons why employees ... More information  
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