IESE Insight - Marketing

Overconfident? Underconfident? Here's how we tend to miss the mark in predicting performance

Isabelle Engeler; Gerald Häubl Why do most people believe they drive better than average? Are we wrong about our own abilities or about others'? New research uncovers the sources that drive our erroneous performance predictions relative to our peers.

How to design a hybrid sales strategy

Cosimo Chiesa, Íñigo Gallo Iñigo Gallo asks his colleague Cosimo Chiesa about three key building blocks of a hybrid sales strategy -- a strategy that has become a necessity in lockdown times and offers advantages once the current storm has cleared.

Large public deficits and inflation: recovery challenges ahead

Juan José Toribio, Antonio Argandoña, Pedro Videla The global economy is expected to grow, boosted by government spending and expansionary monetary policy. The formidable challenge in the coming years will be to rein in the public deficit.

Portrait of an ideal CEO to lead after the crisis

Luis Huete, Antonio Nuñez A survey of more than 1,000 CEOs of leading Spanish companies suggests the model of leadership needed for the post-pandemic business world.

The Big Picture: How to flourish in your career

IESE Insight A career path doesn't always advance in a linear or upward fashion. Follow these tips to lay the ground for a career that will blossom over time.

Yes, layoffs are bad for your brand

Vardit Landsman; Stefan Stremersch While many companies are considering or already implementing mass layoffs as a result of the current global economic crisis, research finds the negative impact on a brand can be serious. Time to check in with the marketing department.

Take the iceberg challenge for better segmentation

Jorge González When it comes to market segmentation, key factors for your business may lie beneath the surface. Learn to dive deep and develop a more profound understanding of your customers with the "iceberg challenge" proposed by IESE marketing professor Jorge Gonzalez.

Direct to consumer: How to reach your clients when stores disappear

José Luis Nueno According to José Luis Nueno, mass-market companies have underestimated the power of e-commerce and the direct-to-consumer (DTC) brands that are digital natives. By 2025, online commerce will have changed the marketplace irreversibly.

Hurry! Only 3 left in stock! When scarcity signals are most powerful

Eduard Calvo; Ruomeng Cui; Laura Wagner Many retailers disclose product availability to get customers to buy, but does it really boost sales and profits? By studying this effect in online retail, we identify the contexts where scarcity signals are most powerful.

Generational opportunities

IESE Insight ; José Luis Nueno Businesses need to understand what makes the different age groups tick. Getting into the heads of these key generations, says IESE's José Luis Nueno, can help you deliver the best possible customer experience.