IESE (España)
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Iluminum, S.A.
Lopetegui G.; Parés Canalias, Francisco; Renart, Lluís G.Case M-678-EMarketingStarting at €8.20
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Building a 'Grand' Style: The John F. Kennedy's Experience
Leggett, Brian O'Connor; Salvia, A.Case DPO-103-EBusiness Ethics and Corporate Social Responsibility, Leadership and People ManagementThe Kennedy case is about how someone who was uneasy speaking in public became one of the best-remembered political orators of the 20th century. Kennedy worked hard to develop his oratorical abilities, while learning to turn controversy to advantage and polishing his networking skills. The case also deals with the advent of TV debates and audience management. Finally, it looks at examples of Kennedy's grand style: his inaugural address and his Be...Starting at €8.20
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Iluminum, S.A.
Lopetegui G.; Parés Canalias, Francisco; Renart, Lluís G.Case M-678MarketingIluminum, S.A. es una empresa dedicada a la fabricación y venta de artículos para iluminación fundada en 1967. El caso describe los primeros pasos hacia la exportación. Tras unos tanteos infructuosos en Sudamérica (1982), la empresa es contactada por unos norteamericanos. El contenido principal del caso se centra en los esfuerzos de penetración del mercado USA, en el cual parece haber muy buenas perspectivas. Sin embargo, a pesar de haber nombrad...Starting at €8.20