HBSP (USA)
-
Customer Lifetime Value Analysis (Spanish version)
Steenburgh, Thomas; Avery, JillCase HBS-519S01Marketingasset acquisition - attracting new customers to the firm, asset maximization - maximizing the value the firm extracts from each customer, and asset retention - retaining existing customers for the long term. The note gives students a foundation for analyzing marketing cases, as well as providing an analytical structure and process for completing a marketing plan. The note is accompanied by a free Excel worksheet which contains sample problems, p...Starting at €8.20
-
Inbound Marketing and Web 2.0 (Spanish version)
Steenburgh, Thomas; Avery, Jill; Dahod, NaseemCase HBS-510S08Marketingdeveloping market segmentation and targeting strategies to decide which customer to serve and which to turn away, configuring pricing strategies to align with the value delivery stream customers experience, and determining whether inbound marketing programs can generate enough scale or whether traditional outbound marketing methods need to be employed to accelerate growth.Starting at €8.20
-
¡Promociónate!
Steenburgh, Thomas; Norton, Michael I.Case HBS-515S04MarketingLos ayuda a desarrollar un discurso de ascensor para su activo más importante - a sí mismos. Antes de clase, los estudiantes se les pide que entrevistar a un posible empleador y para desarrollar campos de ascensor preliminares. Una vez en clase, los estudiantes trabajan a través de un ejercicio que ayuda a definir sus campos de ascensor y comprender mejor varios principios clave de marketing. Conduce a una discusión interesante y estimulante.Starting at €8.20
-
Experts Are More Persuasive When They're Less Certain (Spanish version)
Tormala, Zakary; Berinato, ScottArticle HBS-F1103DA new study by Zakary Tormala of Stanford Business School looks at how the certainty of a person's opinion affects his ability to influence others. A lot depends on whether the opinion is from an expert or an amateur. The surprising finding: Experts are more persuasive when they express uncertainty, but amateurs are more compelling when they express confidence.Starting at €8.20
-
"You Have to Lead from Everywhere"
Allen, Thad; Berinato, ScottArticle HBS-R1011D-ELeadership and People ManagementWhen responding to a complex, fast-moving crisis, leaders must constantly adapt their mental models and create a "unity of effort," argues Allen, a retired U.S. Coast Guard admiral and the national incident commander for the Deepwater Horizon oil spill. That's a much bigger management challenge than approaching the job as a military operation and drawing on unity of command, and it can require nuanced and creative strategies, such as deciding to ...Starting at €8.20
-
If You Want to Motivate Someone, Shut Up Already
Irwin, Brandon; Berinato, ScottArticle HBS-F1307D-EEveryone gets better with a little coaching. But new research from a professor at Kansas State shows that silent coaches get significantly greater improvements than coaches who spout constant encouragement.Starting at €8.20
-
Cooks Make Tastier Food When They Can See Their Customers
Buell, Ryan W.; Kim, Tami; Tsay, Chia-Jung; Berinato, ScottArticle HBS-F1411B-ELeadership and People ManagementThe unexpected benefits of increasing transparency between employees and customers.Starting at €8.20
-
Putting Yourself in the Customer's Shoes Doesn't Work
Hattula, Johannes; Berinato, ScottArticle HBS-F1503B-EMarketingA new series of experiments reveals that empathy tends to make marketers more egocentric.Starting at €8.20
-
Corporate Wellness Programs Make Us Unwell
Spicer, Andre; Berinato, ScottArticle HBS-F1505B-EHas our obsession with health gone too far? A researcher explains why efforts to encourage employees to meet the new ideal of fitness may backfire.Starting at €8.20
-
Sometimes, Less Innovation Is Better
Aversa, Paolo; Berinato, ScottArticle HBS-F1703B-EEntrepreneurshipIf your industry is in turmoil, your instinct might be to double down on innovation so that your firm can get ahead of all the change. But new research from a team led by a professor from City University of London suggests you might want to hold off. Its study of innovation in Formula 1 racing showed that when car technologies were undergoing rapid shifts, the teams that produced very basic vehicles outperformed the rest.Starting at €8.20