de Toro, Juan Manuel
The vast majority of new products fail, and many resources could be saved by reducing this number. IESE's Juan Manuel de Toro argues that a tight focus on brand image, communication and other intangible attributes can pave the way to success these days. Drawing from examples that include innovative chef Ferrán Adrià, he suggests a five-step process.
Capizzani, Mario; Bhargava, Neeti; Cañigueral, Xavier; Chaudhry, Shruti
Up to 58 percent of smartphone users have shopped with their phone at some point, making the mobile market a force that cannot be ignored. But how should companies adapt their marketing strategies to suit these mobile devices? Is an optimized website the answer, or would they be better served by an app?
Accounting and Control
Villanueva, Julián; Segarra, José Antonio; Ferrer, Iciar
How can you optimize the price of a product or service? Julián Villanueva, José Antonio Segarra and Iciar Ferrer outline the variables to keep in mind and explain how to tailor your pricing policy. For starters, remember that most buying decisions are far from rational, as they are influenced by certain psychological factors.