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El difícil arte de regular el uso de las redes
Káganer, Evgeny; Vaast, EmmanuelleArticle ART-1967Information Technologies, MarketingLas organizaciones suelen regular el uso de los medios sociales por parte de sus empleados mediante políticas formales. Este artículo se basa en un estudio que analiza las de 40 organizaciones de distintos sectores y países en relación a una amplia variedad de herramientas y usos de los medios sociales. Los autores identifican 18 temas recurrentes, que pueden clasificarse en tres categorías: los que abordan la reducción de riesgos, los que establ...Starting at €8.20
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Ryff Inc.: Disrupting Product Placement - Teaching Note
Kirk Kristofferson; Ramasastry ChandrasekharTeaching Note IVEY-8B20A074-EMarketingTeaching note for product 9B20A074.Starting at €0.00
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Converting Old Policies Into New Value
Káganer, Evgeny; Vaast, EmmanuelleArticle ART-1967-EInformation Technologies, MarketingFirms that have social media on the radar most often use formal policies to guide their use in the workplace. This article is based on a study of 40 companies from a variety of industries, sectors and geographies, analyzing comprehensive policy documents that cover a wide range of social media tools and uses. The authors identify 18 recurring policy themes, which can be classified into three general categories: those dealing with risk mitigation;...Starting at €8.20
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Redes sociales: únete a la conversación
Armelini, Guillermo; Káganer, Evgeny; Soumitra, Dutta; Vaast, Emmanuelle; Vaccaro, Antonino; Villanueva Galobart, JuliánDossier DOS-9Business Ethics and Corporate Social Responsibility, Information Technologies, Marketing, StrategyEmpleados, clientes y competidores ya están hablando en las redes. ¿Qué se puede hacer para no quedarse fuera de juego?Starting at €15.00
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Social Media: Are You in the Conversation?
Armelini, Guillermo; Káganer, Evgeny; Soumitra, Dutta; Vaast, Emmanuelle; Vaccaro, Antonino; Villanueva, JulianDossier DOS-9-EBusiness Ethics and Corporate Social Responsibility, Information Technologies, Marketing, StrategyThese are the issues you need to be discussing - because your customers and competitors are already talking.Starting at €15.00
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Ryff Inc.: Disrupting Product Placement
Kirk Kristofferson; Ramasastry ChandrasekharCase IVEY-9B20A074-EEntrepreneurship, Marketing, StrategyIn July 2019, the founder and chief executive officer (CEO) of a one-year-old start-up in Los Angeles was reviewing the path forward with the company’s new technology platform. The product helped brand managers insert their brands virtually and in real tiStarting at €8.20
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LinkedIn: Selling Zoom on a Digital Marketing Strategy
Kirk Kristofferson; Eric JanssenCase IVEY-W25153-EEntrepreneurship, MarketingIt was March 2020 and a newly hired account executive at LinkedIn Corporation (LinkedIn) was keen to close his first major deal. His job was to help marketing teams acquire new customers and grow their businesses by leveraging the LinkedIn Ad network. HeStarting at €8.20