HBSP (USA)
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How Diversity Can Drive Innovation
Hewlett, Sylvia Ann; Marshall, Melinda; Sherbin, LauraArticle HBS-F1312B-ELeadership and People ManagementCompanies that have what the authors call two-dimensional (2-D) diversity--their leaders exhibit both inherent and learned diversity traits--are much more likely to understand their clients and unlock innovation among their workers.Starting at €8.20
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Getting Brand Communities Right (Spanish version)
Fournier, Susan; Lee, LaraArticle HBS-R0904KMarketingThis article includes a one-page preview that quickly summarizes the key ideas and provides an overview of how the concepts work in practice along with suggestions for further reading. Marketers in a variety of industries are trying to increase customer loyalty, marketing efficiency, and brand authenticity by building communities around their brands. Few companies, however, understand what brand communities require and how they work. Drawing from...Starting at €8.20