Research Papers

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  Heart Over Head: How to Sell an Experience

Gallo, Iñigo; Sood, Sanjay; Mann, Thomas; Gilovich, Tom What would make a better gift for the graduating college student in your life: a new laptop or an exotic getaway? And as a marketer, what tactics can be used to sell one option or the other? The rules for experiential marketing, insists IESE's Iñigo Gallo, are completely different from those for marketing material goods. Read article

  Penalty Shootouts: How to Reduce an Unfair Advantage by 74 to 85 Percent

Vandebroek, Tom; McCann, B.; Vroom, Govert More than 60 percent of the time, the team that kicks first in a penalty shootout in soccer eventually wins. But new rules can reduce that first-kick advantage by a resounding 74 to 85 percent, says a team of international researchers who devised a formal model to better understand psychological pressure at work. Read article

  Change Your Thinking About M&As

Dimopoulos, Theodosios; Sacchetto, Stefano With the failure of some high-profile mergers, the concept itself has been questioned. But IESE's Stefano Sacchetto has built a model to better measure the effects of an active merger market on productivity, the economy and entrepreneurship. Read article

  Traders' Short-termism: It Doesn't Have to Spell Disaster

Cespa, Giovanni; Vives, Xavier Does short-termism breed informational inefficiency in financial markets? Not necessarily, research by Xavier Vives and Giovanni Cespa shows. Read article

  The Conservative Bias in Asset Fair Value Measurements

Badia, Marc; Duro, Miguel; Peñalva, Fernando; Ryan, Stephen Yes, there's a bias in the fair value measurements of financial assets, this research shows. But it's not the bias you might expect. Read article

  Money Matters: Memory and the Psychology of Spending

Raghubir, Priya; Capizzani, Mario; Srivastava, Joydeep Knowing the value of money is one thing. Spending it according to that value is another. Research by IESE's Mario Capizzani and co-authors confirms that we tend to hold biases about different forms of cash and that our memory also affects how much we spend. Read article

  4 Leadership Profiles for Your Multinational

Reiche, B. Sebastian; Bird, Allan; Mendenhall, Mark E.; Osland, Joyce S. In multinational firms, global virtual teams have become the norm. Here is a breakdown of the kinds of leaders needed for four main global leadership roles, based on the research of IESE's Sebastian Reiche. Read article

  Rx for Profits: Anticipating Shifts in Sales Strategies

Kappe, Eelco; Venkataraman, Sriram; Stremersch, Stefan Marketing is competitive and dynamic; a change in marketing policy in one company can have a ripple effect across an industry. IESE's Stefan Stremersch and co-authors propose a new method for predicting the consequences of marketing policy changes with enriched data. Read article

  Keys to Optimize Stakeholder Investments

García-Castro, Roberto; Francoeur, Claude Invest in stakeholders? Absolutely. But how much and when? Research exploring the relationship between stakeholder investments and outcomes finds that it is far from linear. In fact, more is not always better. Under certain boundary conditions, less is best. Read article

  Universal Basic Income: A Plausible Utopia?

Pin Arboledas, José Ramón The idea of a universal basic income is a hot topic among politicians, sociologists and economists. IESE's José Ramón Pin proposes a progressive solution that could bypass some of the economic difficulties. Read article
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