Technical Notes

Marketing

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. Read article
Information Technologies

7 steps to innovate amid high digital density

Jesús Pérez Balaguer; Robert Wayne Gregory; Javier Zamora

How can companies create new value propositions in high-digital-density environments? Jesús Pérez Balaguer, Robert W. Gregory and Javier Zamora propose a seven-step methodology based on the "jobs to be done" theory.

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Information Technologies

The five layers of a good digital experience

Luis Ferrandiz; Julián Villanueva; Carmen Balmaseda User experience (UX) is the cornerstone of app and website profitability. This practical note breaks down the five key elements of UX design, taking Booking.com as an example. Read article
Business Ethics and Corporate Social Responsibility

Key features for whistleblowing systems

Gianmichele Potito; Enrique Aznar; Antonino Vaccaro Wrongdoing and corruption come with high social costs. And no country is immune. Antonino Vaccaro, Gianmichele Potito and Enrique Aznar offer five keys to putting effective whistleblowing policies into place. Read article
Leadership and People Management

11 digitalization-driven changes in people management

Jerónimo Corral; Carlos Rodríguez-Lluesma Digitalization is changing products, work processes, services and business models. It's also leading companies to reconsider their people management policies to keep up with cultural shifts, as Carlos Rodríguez-Lluesma and Jerónimo Corral explain. Read article

Latest IESE documents

African Markets and Consumers Antoine Berwart; Alejandro Lago