Default Category
-
Adolescentes hoy, jóvenes adultos en 2020
Nueno Iniesta, José LuisArticle ART-1894MarketingAunque no tienen un gran poder adquisitivo, los adolescentes juegan un papel crucial en muchas decisiones de compra. Además, de su comportamiento y actitudes en relación al consumo dependerá el futuro (y la sostenibilidad) de muchas empresas. Por ello, invertir en el conocimiento de este target es una decisión rentable a largo plazo. Si tenemos en cuenta el reequilibrio de la renta que se está produciendo en las economías emergentes, y que...Starting at €8.20
-
Teens Today, Young Adults in 2020
Nueno Iniesta, José LuisArticle ART-1894-EMarketingThe future and sustainability of many companies will depend to a great extent on teenagers¿ behavior and attitudes toward consumption. As such, getting to know this key group now will pay off in the long term when they become young adults. Based on the latest findings of an international study of teenagers across eight countries, the author anticipates some of the main consumption patterns that will affect the business world in 2020. In particula...Starting at €8.20
-
The Founder's Dilemma (Spanish version)
Wasserman, NoamArticle HBS-R0802GLeadership and People ManagementThis 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. Why do people start businesses? For the money and the chance to control their own companies, certainly. But new research from Harvard Business School professor Wasserman shows that those goals are largely incompatible. The author's studies indicate that a founder w...Starting at €8.20