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De nuevo Atenas 

Date: 30/04/2017 Author(s): Oliver, Xavier Document type: Opinion Me encanta ayudar a mis amigos del MBA de la Universidad de Atenas. Son una gente estupenda que agradece sobremanera una visión exterior a su mercado y a su país. Me sorprendió muchísimo que al preguntar a los 26 alumnos quiénes habían salido del país alguna vez, solamente seis contestaron afirmativamente. En el descanso les pregunté cómo podía ser ... More information  

¿Por qué no soy bueno? 

Date: 18/04/2017 Author(s): Foncillas, Pablo Document type: Opinion ¿Por qué yo? ¿Por qué a mi? Y justo ahora que lo necesitamos más que nunca. ¿Dónde lo hacemos mal? ¿Por qué no somos buenos? Estas oraciones, o mejor llamadas lamento-frases, se escuchan a menudo, especialmente cuando los resultados no acompañan. Es entonces el momento en el que uno más piensa en aquello que necesita y no tiene, innovación. Y esta ... More information  

Fundamentos del inbound marketing 

Date: 06/04/2017 Author(s): Capizzani, Mario; Valdés, Pau Document type: Technical Note Esta nota técnica explican los principales aspectos sobre el modo en que se ha transformado el proceso de marketing como consecuencia del auge que han experimentado las tecnologías de la web 2.0, lo que ha tenido profundas implicaciones en la forma en que los consumidores buscan, comparan y adquieren productos y servicios. Las consecuencias de dichos ... More information  

El Celler de Can Roca: Best in the World 

Date: 27/03/2017 Author(s): Oliver, Xavier; Sastre, Isaac Document type: Case El Celler de Can Roca is a three-Michelin star restaurant that has been named the best restaurant in the world by several specialist publications and has won several awards. The case sets out the schedule for one month of El Celler operations, showing the multiple activities in which the three Roca brothers - the visible heads and driving forces of ... More information  

Making the Impossible Possible  Premium

Date: 16/03/2017 Author(s): IESE Insight Document type: Non-refereed article Like magicians, executives sometimes have to make the seemingly impossible possible. Professional illusionist José-María de la Torre reveals some of the tricks of his trade, so that businesses don't end up as a case of "now you see me, now you don't." 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

Selling Experiences to Connect With Consumers  Premium

Date: 16/03/2017 Author(s): Gallo, Iñigo; Townsend, Claudia Document type: Non-refereed article The Experience Economy is pervasive. Consumers are diverting more of their disposable income to engaging in experiences. And even material purchases are increasingly being positioned as experiential. This article presents the findings of the authors' research into the marketing of experiences. Selling products through the allure of experiences can ... 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  
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