IESE (España)
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How to Make the Matrix Work
Shreiber, Nick; Rosenberg Dale, MikeArticle ART-2748-EStrategyManaging a multibusiness enterprise on a global scale brings a level of complexity that is virtually impossible to handle with a simple straight-line, top-down hierarchy. A matrix offers a solution -- yet it is tricky to manage. In a matrix organization, senior managers have overlapping responsibilities, frequently answering to two bosses: one with a remit for a certain region, another for a business group or product family, with solid-line and d...Starting at €8.20
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Vueling's Mobile Strategy Takes Flight
Zamora, Javier; Káganer, Evgeny; Tatarinov, Katherine; Oré, AndreuCase SI-193-EInformation Technologies, Innovation and Change, StrategyVueling Airlines announced in 2014 that a larger percentage of its IT budget would be spent on mobile applications than on the website. However, the revenue from mobile remained relatively small compared with that from the Web. In designing Vueling's future mobile strategy, the IT and online marketing managers face the dilemma of whether to prioritize sales or customer experience.Starting at €8.20
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La estrategia móvil de Vueling emprende el vuelo
Zamora, Javier; Káganer, Evgeny; Tatarinov, Katherine; Oré, AndreuCase SI-193Information Technologies, Innovation and Change, StrategyVueling Airlines anunció en 2014 que iba a asignar un porcentaje más amplio de su presupuesto de IT a las aplicaciones móviles que a la web. Ahora bien, los ingresos de la plataforma móvil seguían siendo relativamente bajos en comparación con los de la web. Al diseñar la futura estrategia móvil de Vueling, los directores de IT y de Marketing Online se enfrentan al dilema de si priorizar las ventas o la experiencia del cliente.Starting at €8.20
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Vueling's Mobile Strategy Takes Flight (Portuguese Version, Brazil)
Zamora, Javier; Káganer, Evgeny; Tatarinov, Katherine; Oré, AndreuCase SI-193-PBInformation Technologies, Innovation and Change, StrategyVueling Airlines announced in 2014 that a larger percentage of its IT budget would be spent on mobile applications than on the website. However, the revenue from mobile remained relatively small compared with that from the Web. In designing Vueling's future mobile strategy, the IT and online marketing managers face the dilemma of whether to prioritize sales or customer experience.Starting at €8.20
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Cinco claves para gestionar con éxito una organización matricial
Shreiber, Nick; Rosenberg Dale, MikeArticle ART-2748StrategyDirigir una multinacional con múltiples líneas de negocio es tan complejo que resulta prácticamente imposible hacerlo con una estructura jerárquica vertical al uso. La matriz se revela como una solución, aunque no es fácil de gestionar. En una organización matricial las responsabilidades se superponen y los altos directivos responden ante dos jefes, en una relación de subordinación tanto continua como discontinua: el de su región y el de una líne...Starting at €8.20