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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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Samsung Mobile: Market Share and Profitability in Smartphones - Teaching Note
John DinsmoreTeaching Note IVEY-8B16A046-EMarketingTeaching note for product 9B16A046.Starting at €0.00
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Samsung Mobile: Market Share and Profitability in Smartphones
John DinsmoreCase IVEY-9B16A046-EMarketing, StrategyIn December 2015, South Korean technology giant Samsung announced a new head to its mobile division. The announcement came on the heels of a challenging year for Samsung. Two handset launches that year had received criticism in the press for the way they were handled. The appointment was interpreted by many in the industry as Samsung signalling a desire to further intensify innovation in an increasingly commoditized product area. This was a time ...Starting at €8.20
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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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Squatty Potty: Assessing Digital Marketing Campaign Data
John DinsmoreCase IVEY-9B18A002-EEntrepreneurship, MarketingIn October 2015, Squatty Potty’s chief executive officer (CEO) launched the first viral video campaign in the U.S. company’s history. In terms of cost, it represented the largest single marketing promotion ever for the company’s home remedy for constipation—a foot stool that made going to the bathroom more ergonomic. Further raising the stakes of his decision, the CEO’s three business partners had reservations and objections. The partners worried...Starting at €8.20
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Squatty Potty: Assessing Digital Marketing Campaign Data - Teaching Note
John DinsmoreTeaching Note IVEY-8B18A002-EMarketingTeaching note for product 9B18A002.Starting at €0.00