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Cases
Strategy
KLM: Gaining Altitude With Alliances
Jordan Mitchell; Africa Ariño; Pinar Ozcan
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.
Corporate Governance
Paul Polman: "We need to serve multiple stakeholders"
Jordi Canals
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.
Marketing
What kind of relationship should I have with Amazon?
Joan Jané
Getting onto Amazon's e-commerce platform usually sends sales skyrocketing. But, let the seller beware: there are strings attached.
Marketing
Barcelona Sells: BCN Brand's Rapid Ascent
Xavier Oliver; Sara Sicart
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.
Leadership and People Management
Pau Gasol: Courting a Successful Career
Santiago Álvarez de Mon; Juan Enrique Flores Alonso
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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Latest IESE documents
Ingka in 2020
R. Masclans; Jordi Canals
Alice Edwards: Losing Control (A)
Charlie Porter; Sebastien Brion
Alice Edwards: Losing Control (B)
Charlie Porter; Sebastien Brion
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