Barcelona Sells: BCN Brand's Rapid Ascent

Oliver, Xavier; Sicart, Sara

Eternal summer? An urban, stylish lifestyle? What does Barcelona evoke for you? BCN Brand plays to the public imagination of the city of Gaudí and beauty on the beach, selling everything from colorful sneakers to fire extinguishers. The case study, "BCN Brand: Selling Barcelona Around the World," tracks the marketing moves and asks what comes next.


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Leadership and People Management

Pau Gasol: Courting a Successful Career

Alvarez de Mon, Santiago; Flores Alonso, Juan Enrique

Now playing with the Chicago Bulls, the Spanish basketball player has managed to fill his career with successes. Which have been his best moves? Santiago Álvarez de Mon and Juan Enrique Flores look at Gasol's professional trajectory, taking into account the game plans, contract terms and more.


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Service and Operations Management

Documentos de InvestigacionesAernnova: Where in the World?

Calvo, Eduard; Orozco, Jesús Arturo; Estrada, Miguel

In 2007, Spain's leading maker of aircraft structures, Aernnova, planned to internationalize its operations and become more cost competitive in the process. Where in the world should the company go? To China, where its clients were heading, or to Mexico, with its cultural similarities and other benefits? Eduardo Calvo, Jesús Arturo Orozco and Miguel Estrada analyze the dilemma.

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Documentos de InvestigacionesSuchard: This Christmas, a Farewell to Traditional Advertising?

Villanueva, Julián; Güell, Rocío; Sánchez-Lozano, Santiago

For decades, the chocolate turrón of Suchard has been a fixture on the Christmas tables of Spanish consumers. Although the Suchard brand was well known for its traditional ad campaign each holiday season, a new management team considered changing the communication strategy dramatically. Would a change in tack pay off?

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Business Ethics and Corporate Social Responsibility

Documentos de InvestigacionesTeaming: Solidarity as a Business Model

Lucea, Jaime; Ribera, Alberto

Teaming is an online platform for an altruistic initiative with lofty goals built on micro-donations. A case study traces Teaming from the personal story of its founder, through celebrity boosts by singer Shakira and former Barça coach Frank Rijkaard, to ambitious expansion plans -- modeled on solidarity.

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Latest IESE documents

Documentos de InvestigacionesAJE GROUP: Porsuing Lost Growth

Nueno, José Luis; Bazán, Miguel


Documentos de InvestigacionesMarketplace Lending at Funding Circle

Sieber, Sandra; Rafnsdottir, Anna


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