Cases

Strategy

KLM: Gaining Altitude With Alliances

Mitchell, Jordan; Ariño, Africa; Ozcan, Pinar When one thinks of alliances, airlines often spring to mind. Though they seem like they have been around forever, global airline alliances such as SkyTeam, OneWorld and Star are relatively recent phenomena, having only really taken off in the late ’90s. KLM was one of the first to give wings to these alliances that have been commonplace ever since. Read article
Corporate Governance

Paul Polman: "We need to serve multiple stakeholders"

Canals, Jordi Paul Polman, member of IESE's International Advisory Board and until recently CEO of Unilever, reflects on corporate governance, the work of the CEO and board of directors, and the need to manage for the long term. Read article
Marketing

What kind of relationship should I have with Amazon?

Jané, Joan Getting onto Amazon's e-commerce platform usually sends sales skyrocketing. But, let the seller beware: there are strings attached. Read article
Marketing

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. Read article
Leadership and People Management

Pau Gasol: Courting a Successful Career

Álvarez 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. Read article

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