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Externalidades de red 

Date: 22/05/2017 Author(s): Arroyo Barrigüete, José Luis; López Cardenete, Juan Luis Document type: Technical Note Esta nota técnica analiza, desde el punto de vista de la estrategia de negocio, las consecuencias de operar en mercados en los que aparecen efectos de red. En primer lugar se definen las externalidades de red así como la dinámica competitiva en mercados en los que se manifiestan. A continuación se analizan los factores claves para el éxito en mercados ... More information  

Inbound Marketing Fundementals 

Date: 06/04/2017 Author(s): Capizzani, Mario; Valdés, Pau Document type: Technical Note This technical note explains the main aspects of how the marketing process has been transformed as a result of the boom of Web 2.0 technologies, which has had profound implications for the way consumers search, compare and purchase products and services. The consequences of these changes include the rise of inbound marketing and content marketing, ... More information  

Business and The Sustainable Development Goals 

Date: 04/04/2017 Author(s): Torelló Raventós, Mireia ; Rosenberg, Mike Document type: Technical Note The Sustainable Development Goals (SDGs) follow and expand on the Millennium Development Goals (MDGs). While the MDGs were focused on poverty mitigation through aid programs and new policies, the SDGs are a novel and global set of goals that UN member states are expected to include in their agendas and policies by 2050. This technical note invites ... More information  

The Deliberate Speech Style: Primarily a Question of Identification 

Date: 09/02/2017 Author(s): Leggett, Brian O'Connor Document type: Technical Note It was Barack Obama's oratorical skills and his clarity of vision that brought him fame and prominence in his speech to the Democratic Party in 2004. It was here that he successfully established a link with his audience, which gave people an opportunity to identify with him. For a successful deliberate speech, identification between speaker and audience ... More information  

How To Overcome Resistance and Get Commitment From Users 

Date: 20/01/2017 Author(s): Pérez Balaguer, Jesús; 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  

Negotiating in a Team 

Date: 16/01/2017 Author(s): Mehta, Kandarp; Stein, Guido Document type: Technical Note This technical note describes the advantages of negotiating in a team as well as the major challenges that a team has to tackle while negotiating. The note also sets out a preparation guide for negotiating in a team. It discusses in detail how negotiating in a team differs from negotiating solo and how an individual needs to take account of these differences. ... More information  

Toma de decisiones intuitiva: el método HAD 

Date: 12/01/2017 Author(s): García-Castro, Roberto; García-Méndez, Isabel Document type: Technical Note En esta nota técnica se exploran la toma de decisiones intuitivas y los errores más comunes que se cometen al decidir basándonos en intuiciones y, además, se proponen algunas pautas que han demostrado ser eficaces para evitarlos. En concreto, se describe brevemente el método HAD, una herramienta que resulta útil para un gran número de empresas y directivos. ... More information   Read related article

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 ... More information  

La analítica web y las nuevas métricas digitales 

Date: 24/10/2016 Author(s): Ferrandiz, Luis; Villanueva, Julián Document type: Technical Note Actualmente, las empresas utilizan la analítica web con diferentes fines: presentación de cifras de negocio, conocimiento de sus clientes y usuarios, gestión y planificación de campañas de marketing digital, conocimiento de la reputación de una marca, información sobre la competencia, etc. Los objetivos son muchos y variados y la dificultad radica ... More information  

La empresa-universidad: salidas y exempleados 

Date: 08/09/2016 Author(s): Pin Arboledas, José Ramón; Stein, Guido Editor(s): IRCO - Centro Internacional de Investigación de Organizaciones Document type: Technical Note El documento introduce el concepto de "empresa-universidad" como nuevo paradigma en la concepción de la relación entre la empresa y las personas que forman parte de ella. En el entorno de la nueva economía global y digital, los profesionales buscan empresas que los hagan valiosos en el mercado y las empresas deben conseguir que estos profesionales ... More information  
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