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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  

Power Point 

Date: 26/02/2017 Author(s): Oliver, Xavier Document type: Opinion Me encanta escribir sobre este tema porque es una fijación que tengo desde hace muchos años y que no logro erradicar. Quizás porque no hay vacuna para hacerlo ni remedio para los mediocres. Esta herramienta informática que usamos con tanta asiduidad para hacer presentaciones es uno de los instrumentos más mortíferos que ha afectado a las neuronas humanas: ... More information  

Bella Aurora: construyendo el futuro de una marca centenaria 

Date: 23/02/2017 Author(s): Rodríguez, Silvia; Nueno, José Luis Document type: Case Bella Aurora, la centenaria marca de cosmética, anunciaba, en septiembre de 2016, su último lanzamiento, la línea Bella, con la que se proponía alcanzar un nuevo segmento de consumidoras. Esta línea era la respuesta a uno de los principales desafíos de mercado que debía afrontar la marca: ampliar su base de clientas y salir del nicho de mercado de ... More information  

KIBUC: reformulando el crecimiento 

Date: 13/02/2017 Author(s): Rodríguez, Silvia; Nueno, José Luis Document type: Case A pesar de la crisis económica y de la atonía que había caracterizado el sector del mueble y la decoración durante los últimos años, KIBUC logró crecer de forma notable gracias a su apuesta por la personalización de los productos y a una adecuada relación calidad-precio. La compañía se encontraba, de nuevo, ante un nuevo punto de inflexión en su desarrollo. Dos ... More information  

¿Optimista o pesimista? 

Date: 12/02/2017 Author(s): Oliver, Xavier Document type: Opinion Les ruego que piensen un momento y clasifiquen a sus amigos en función de si son optimistas o pesimistas, si ven el vaso medio lleno o medio vacío, si todo lo ven de color de rosa o ennegrecido. Una vez tengan la lista hecha, reflexionen quiénes les han aportado más en su vida y se darán cuenta que la diferencia es increíble. Los primeros ganan por ... More information  
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