Research Papers

Marketing

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
Strategy

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
Economics

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
Economics

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
Accounting and Control

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
Benefits of Registration
  •  Receive IESE Insight newsletter and alerts
  •  Read exclusive documents
View all benefits
Case Forum
Participate