IESE (España)
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Un buen diagnóstico, el mejor remedio
Hanssens, DominiqueArticle ART-1791MarketingEn períodos de caída del consumo como el actual, los directivos ansían acelerar los "planes de reflotamiento" de las marcas. Pero antes de recetar un remedio milagroso, conviene acertar en el diagnóstico. De lo contrario, se corre el riesgo de administrar placebos. Partiendo de investigaciones sobre la industria alimentaria de Estados Unidos, el autor propone ampliar el marketing mix más allá de las típicas medidas a que recurren los directivos, ...Starting at €8.20
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Fazenda Diamantina: ESG Dilemmas of a Brazilian Coffee Farm
Azevedo, Leonardo; Palencia, LuisCase ASN-96-EAccounting and Control, Business Ethics and Corporate Social ResponsibilityIn 2022, two coffee growers in Matas de Minas, Brazil, were at a crossroads about the future of their coffee farm. Their original goal was to create an environmentally and socially responsible (ESG) coffee farm. However, due to low profitability and other challenges, they began to consider several alternatives. The options on the table included i) divesting from the farm altogether and returning to their corporate roles, ii) partially divesting t...Starting at €8.20
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Beating Recession Fatigue Requires Right Diagnosis
Hanssens, DominiqueArticle ART-1791-EMarketingIn periods of reduced consumption, like now, managers may be anxious to kick their "turnaround plan" into high gear. But before prescribing any wonder remedy, its vital to make a correct diagnosis, otherwise you may be administering placebos. Using research from the food industry in the United States, the author attempts to expand the scope of marketing mix modeling beyond the typical actions resorted to by top management, whose desperate life-s...Starting at €8.20