HBSP (USA)
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LA LISTA HBR: Ideas innovadoras para 2009
Warren, Elizabeth; Tyagi, Amelia; Collier, Paul; Warnholz, Jean-Louis; Cuddy, Amy J.C.; Sviokla, John; Goldstein, Noah J.; Fisman, Raymond; Saffo, Paul; Pall, Gurdeep Singh; McGrath, Rita Gunther; Benyus, Janine M.; Pauli, Gunter A.M.; Norton, Michael I.; Schwartz, Peter; Christakis, Nicholas A.; Suarez-Orozco, Marcelo; Bremmer, Ian; Pujadas, Juan; Jurvetson, Steve; McCreary, Lew; Ilube, Tom; Pentland, Alex "Article HBS-R0902AKnowledge and CommunicationNuestro estudio anual de las ideas y tendencias que harán un impacto en el negocio: Elizabeth Warren y Amelia Tyagi creen crédito al consumo debe hacerse tan seguro como cualquier otro producto. Paul Collier y Jean-Louis Warnholz revelan un clima cada vez más favorable a la inversión en el África subsahariana. Amy J. C. Cuddy afirma que el calor y la competencia no son mutuamente excluyentes. John Sviokla predice un aumento de los préstamos peer-...Starting at €8.20
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¡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
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Making Charity Pay
Norton, Michael I.; Avery, JillArticle HBS-F1410B-ECompanies are increasingly experimenting with the use of philanthropy to enhance consumer loyalty, brand awareness, and sales. But even highly creative approaches that garner a lot of buzz often fall short of sales goals. Firms can design more-successful initiatives by ensuring alignment between what the authors call the three C's of consumer philanthropy: Companies need to choose Causes that resonate with Customers in a way that drives sales.Starting at €8.20
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The HBR List: Breakthrough Ideas for 2009
Warren, Elizabeth; Tyagi, Amelia; Collier, Paul; Warnholz, Jean-Louis; Cuddy, Amy J.C.; Sviokla, John; Goldstein, Noah J.; Fisman, Raymond; Saffo, Paul; Pall, Gurdeep Singh; McGrath, Rita Gunther; Benyus, Janine M.; Pauli, Gunter A.M.; Norton, Michael I.; Schwartz, Peter; Christakis, Nicholas A.; Suarez-Orozco, Marcelo; Bremmer, Ian; Pujadas, Juan; Jurvetson, Steve; McCreary, Lew; Ilube, Tom; Pentland, Alex "Article HBS-R0902A-EOur annual survey of ideas and trends that will make an impact on business: Elizabeth Warren and Amelia Tyagi believe consumer credit should be made as safe as any other product. Paul Collier and Jean-Louis Warnholz reveal an increasingly investment-friendly climate in sub-Saharan Africa. Amy J.C. Cuddy asserts that warmth and competence are not mutually exclusive. John Sviokla predicts a surge of peer-to-peer lending in the wake of the financial...Starting at €8.20
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From Score to System: How the Net Promoter Score (NPS) Grew from a Metric to a Management System
Reichheld, Fred; Markey, RobBook Chapter HBS-8573BC-EIn 2003, when loyalty economics expert Fred Reichheld created the Net Promoter Score (NPS) as a new way of measuring how well an organization generates customer loyalty, no one could have predicted how swiftly this easy-to-understand, open-source metric would catch on. Thousands of innovative companies--Apple, American Express, Zappos, Intuit, eBay, Southwest Airlines, and Facebook, to name just a few--adopted the Net Promoter Score as a way to t...Starting at €8.20
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The Measure of Success: How Intuit Became a "Net Promoter" Company--And Boosted Its Profits Through Increased Customer Loyalty
Reichheld, Fred; Markey, RobBook Chapter HBS-8575BC-EBack in the days when every business was a small business, proprietors knew what their customers thought of their products by the looks on their faces: they knew them all personally. But in today's world of giant corporations and big-box stores, most managers never see their customers. Instead, they are laser-focused on how much these customers are spending. If the bottom line is growing, that's good, right? Not necessarily. In this chapter, worl...Starting at €8.20
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How NPS Drives Profitable Growth: The Economic Payoff of High-Quality Customer Relationships--And the Net Promoter System
Reichheld, Fred; Markey, RobBook Chapter HBS-8576BC-EIn today's Web-savvy, customer-driven world, where negative word of mouth about your company's products and services is instantly broadcast over a global PA system, you're smart to focus more closely on your customers as you fight to stay competitive. But building up legions of enthusiastic, loyal customers requires investment. And it requires reducing your company's reliance on "bad profits"--profits earned at the expense of customer relationshi...Starting at €8.20
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The Enterprise Story--Measuring What Matters: How Enterprise Rent-A-Car Set the Industry Standard for Winning Customer Loyalty
Reichheld, Fred; Markey, RobBook Chapter HBS-8577BC-EAt its senior management retreat in 1996, Enterprise Rent-A-Car executives should have been rejoicing: the company was growing fast and had just overtaken Hertz as the number one rental-car agency in the United States. But the festive mood of the retreat was shattered by one slide in an otherwise rosy-looking presentation--customer satisfaction scores were flatlining. In this chapter, world-renowned expert on loyalty economics Fred Reichheld and ...Starting at €8.20
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People Often Trust Eloquence More Than Honesty
Rogers, Todd; Norton, Michael I.; Berinato, ScottArticle HBS-F1011D-ELeadership and People ManagementThough we'd like to think that it always pays to be honest, new research from Harvard proves that it doesn't necessarily. A new study that compared viewers' reactions to a candidate's answers to questions in a debate reveals that when the candidate dodged a question eloquently, people liked and trusted him nearly as much as when he gave a direct response. What's more, they preferred artful dodges to honest but less articulate answers. That findin...Starting at €8.20
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(PRODUCT) RED (A)
Moon, Youngme; Norton, Michael I.; Chen, DavidCase HBS-509013-EMarketingDescribes the launch and initial results of the (PRODUCT) RED campaign, a social marketing initiative conceived of by U2's Bono and Bobby Shriver to combat AIDS in sub-Saharan Africa. The company licensed the (RED) brand to partner companies, which initially included Gap, Apple, Motorola, Armani, and American Express. The business model was structured to benefit partner companies by increasing consumer purchases - of (RED)-branded products such a...Starting at €8.20