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Lácteum, S.A. el El cupón promocional
Chávez Solís, Carlos; Gutiérrez Villarreal, JorgeCase IPADE-M 97 C 01MarketingEl caso analiza los periodos de crecimiento de la leche y la crisis de 1994 que originó un cambio en los métodos comerciales y ha incrementado la línea de productos. Se analiza la empresa Lácteum; si debe seguir con una estrategia comercial y continuar utilizando cupones promocionales o si debe reinventar esa estrategia.Starting at €8.20
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Playing the Whole Game (Spanish version)
Lax, David A.; Sebenius, James K.Article HBS-R0311DStrategy1-D negotiators focus on improving their interpersonal skills at the negotiating table, and 2-D negotiators focus on diagnosing underlying sources of value in a deal and then recrafting the terms to satisfy all parties. In this article, the authors explore the often-neglected third dimension. Instead of just playing the game at the bargaining table, 3-D negotiators reshape the scope and sequence of the game itself to achieve the desired outcome....Starting at €8.20