IESE (España)
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Six Ways Marketing Can Change the World
Jocz, Katherine E.; Quelch, John A.Article ART-1540-EMarketingThe erosion of public trust in politics is partly due to some bad practices for which marketing is frequently blamed. By exposing the principles underlying good marketing, the authors show how managers can practice marketing that benefits consumers and social institutions. Doing so could go a long way toward restoring a sense of citizenship and also help democracy flourish in the process.Starting at €8.20
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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
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Taking on the Mob
IESE InsightArticle ART-1973-EKnowledge and CommunicationCompanies come under many types of external pressure, which may cross the line of what is considered ¿legal.¿ Corruption takes various forms and can happen anywhere. Many of the lessons learned from the Addiopizzo example can be applied universally.Starting at €8.20
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Pasaporte al éxito global
IESE InsightArticle ART-2591Knowledge and Communication, Leadership and People Management, Marketing, StrategyY además: la visión del presidente de Time Warner sobre la neutralidad de Internet, el peso de la relación previa a la hora de negociar, las oportunidades del marketing digital local, claves al asumir un nuevo cargo, el atractivo de España para las empresas extranjeras, los riesgos del greenwashing y la mejor fórmula para corregir una injusticia laboral.Starting at €8.20
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Passport to Global Success
IESE InsightArticle ART-2591-EKnowledge and Communication, Leadership and People Management, Marketing, StrategyPlus: Time Warner's Jeff Bewkes on net neutrality; contract negotiation time; local digital marketing; preparing for an executive role; reasons for optimism in Spain; greenwashing; three powerful remedies to restore justice for organizational wrongdoing.Starting at €8.20
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Learning From the Entrepreneurial Icebreakers
Prats Moreno, Mª Julia; Sosna, Marc; Sysko-Romanczuk , SylwiaArticle ART-2592-EEntrepreneurship, Innovation and Change, StrategyThis article shares the insights of "entrepreneurial icebreakers" -- business pioneers who launched private companies in Central and Eastern Europe after the fall of the Berlin Wall and who expanded beyond national borders by clearing pathways for themselves and others into international markets around the globe. In documenting the obstacles they had to cut through to get to where they are today, we show the path to break inflexible, outdated str...Starting at €8.20
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Companyia Cervesera del Montseny (Portuguese Version, Brazil)
Soler, Edi; Palencia, LuisCase ASN-80-PBDecision Analysis, Entrepreneurship, StrategyThis case study contains the interview that the authors conducted with the main partners of the brewery Companyia Cervesera del Montseny in June 2018. A decade after being set up, the company had managed to grow but with poor profitability and enormous debt, due to the investments that they had made in the previous few years. However, they had the feeling that they had reached a point where it was no longer possible to grow organically but, rathe...Starting at €8.20
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We're Changing. Hope On the Change! (Portuguese Version, Brazil)
Rodríguez-Lluesma, Carlos; Pin Arboledas, José Ramón; De Orúe, IgnacioCase DPO-445-PBInnovation and Change, Leadership and People ManagementOrange Spain embarks on organizational change with the arrival of a new CEO, Laurent Poillasot, and after a year launches an "agile" culture.Starting at €8.20
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The Leadership of Millennials at Microsoft (A): One generation amongst others (Portuguese Version, Brazil)
Stein, Guido; Martín, MiguelCase DPO-417-PBInformation Technologies, Innovation and Change, Leadership and People ManagementThis case opened with the departure of Rocío, one of the people Microsoft was counting on to develop the company's immediate future. Ana, the Director of the Major Accounts and Partners Unit at Microsoft Ibérica, and Luisa, the Human Resources Director, couldn't believe what was happening. Rocío was 26 years old, a telecommunications engineer and a member of the MACH program, the Microsoft Academy for College Hires, which included 17 other promis...Starting at €8.20
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The Martí Pig Farm Investment Decision (Portuguese Version, Brazil)
Martínez Abascal, Eduardo; Gil, CristinaCase F-946-PBFinanceThe Martí family (Plana de Vic, Catalonia, Spain) has been dedicated for centuries to the pig farm industry. In 2014 they are considering a 3 million euro investment in a new farm. One of the sons suggests diversifying and investing in the stock market. The case discusses the pros and cons of every option, with special emphasis on the other criteria to decide different from risk and return, such as personal inclination, prestige, power, etc.Starting at €8.20