HBSP (USA)
-
Rediscovering Market Segmentation (Spanish version)
Yankelovich, Daniel; Meer, DavidArticle HBS-R0602GMarketingIn 1964, Daniel Yankelovich introduced in the pages of Harvard Business Review the concept of nondemographic segmentation, by which he meant the classification of consumers according to criteria other than age, residence, income, and such. The predictive power of marketing studies based on demographics was no longer strong enough to serve as a basis for marketing strategy, he argued. Buying patterns had become far better guides to consumers' futu...Starting at €8.20
-
The Classic Traps (Spanish version)
Kanter, Rosabeth MossArticle HBS-R0611CStrategyThis 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. Never a fad, but always in or out of fashion, innovation gets rediscovered as a growth enabler every half dozen years. Too often, grand declarations about innovation are followed by mediocre execution that produces anemic results, and innovation groups are quietly ...Starting at €8.20