HBSP (USA)
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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
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Novo Industri A/S--1981 (Spanish version)
Kester, W. CarlCase HBS-219S02FinanceEste pequeño pero de rápido crecimiento empresa bioquímica danesa debe elegir entre varias oportunidades de financiación que incluyen un eurobono convertible, un derecho que ofrecen en Dinamarca y la emisión de nuevas acciones comunes en los Estados Unidos. El caso se refiere a una amplia gama de cuestiones relativas a la capacidad de una empresa multinacional para reducir su costo de capital tocando diferentes mercados de capitales en todo el mu...Starting at €8.20