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From TV to Web: Content Strategies for Ads That Drive Online Sales
Teixeira, Thales S.Article ART-2643-EInnovation and Change, Knowledge and Communication, MarketingConsumers have become avid media multitaskers, moving seamlessly between their TVs and digital devices. Shorter TV commercials have reduced both the quantity and quality of consumer attention during prime-time viewing hours. In this new media environment, can TV advertising remain an effective means of promoting and selling products and services? In this article, the author draws upon his research to argue that TV advertising remains a powerful v...Starting at €8.20
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MontGras. Estrategia de exportación para una bodega chilena
Arnold, David J.; Stevenson, Howard H.Case HBS-510S14MarketingPara maximizar su eficacia, los casos de color deben imprimirse en color. MontGras, una bodega chilena de tamaño medio, tiene que formular una estrategia de exportación. Tiene que decidir si hacer hincapié en los mercados de Estados Unidos o del Reino Unido, que también ofrecen diferentes propuestas de posicionamiento y fijación de precios. Se ha fallado dos veces para penetrar en el mercado de EE.UU. porque las relaciones de distribuidor se cayó...Starting at €8.20
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El equipo de liderazgo. Fortalezas complementarias o agendas conflictivas
Miles, Stephen A.; Watkins, Michael D.Article HBS-R0704FLeadership and People ManagementEste artículo incluye una vista previa de una página que resume rápidamente las ideas clave y proporciona una visión general de cómo los conceptos funcionan en la práctica, junto con sugerencias para la lectura adicional. los equipos de liderazgo de alto nivel cuyos miembros desempeñar papeles complementarios han sido narrado ya en cuenta la guerra de Troya de Homero: Aunque el rey Agamenón ordenó al ejército griego, Aquiles, Odiseo, y Nestor cad...Starting at €8.20
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Tres claves para tener éxito en su nuevo puesto en el extranjero
Clouse, Mark Alan; Watkins, Michael D.Article HBS-R0910NLeadership and People ManagementUna misión internacional puede ser una de las transiciones más emocionantes y desafiantes que un aspirante a líder puede llevar a cabo. Con la planificación y actitudes bien, teniendo en ese tipo de liderazgo puede estirar capacidades, sobre hipótesis, y dirigir a las personas y las ganancias en una dirección positiva. Pero una asignación de expatriados también puede ser un angustioso viaje. De hecho, si nunca han hecho un movimiento internaciona...Starting at €8.20
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Digital Transformation at Brazilian Retailer Magazine Luiza (Spanish version)
Teixeira, Thales S.; Guissoni, Leandro; Veludo-de-Oliveira, Tania ModestoCase HBS-519S17Marketinggrow fast and be profitable. Should Trajano opt for more aggressive growth or proceed more conservatively?Starting at €8.20
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The Plan to Dump the Brent Spar (A) (Spanish version)
Watkins, Michael D.; Passow, SamuelCase HBS-909S03StrategyThis case explores the conflict between Shell Oil and Greenpeace over Shell's plans to sink the aging Brent Spar oil platform in the North Atlantic. It details the tactics Greenpeace employed and examines Shell's responses.Starting at €8.20
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Growing from One Thousand to One Million Customers (Spanish version)
Teixeira, Thales S.; Brown, MorganCase HBS-518S08MarketingBy 2016, two-sided online platforms (or marketplaces) were pervasive among the highest growing internet startups around. These marketplaces sought to match suppliers of assets for rent, physical products or services with customers demanding them. Among the most notable two-sided platforms in terms of their tremendous early growth were Airbnb, Etsy and Uber. They offered short-term property rentals, handcrafted goods, and car rides, respectively. ...Starting at €8.20
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Martin Blair (Spanish version)
Stevenson, Howard H.; Roberts, Michael J.Case HBS-915S05EntrepreneurshipMartin Blair es un empresario que por primera vez se basa en su experiencia en la industria de servicio de alimentos para desarrollar dos conceptos de restaurantes diferentes casi al mismo tiempo. Al relatar sus experiencias, revela varias preocupaciones importantes del empresario reflexivo, que van desde la obtención de financiamiento para la construcción de espacios físicos a cabo. Ambos restaurantes tienen éxito, y Blair ahora quiere hacer cre...Starting at €8.20
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The International Move Challenge: A Leader's Guide to Navigating this Important Career Transition
Watkins, Michael D.Book Chapter HBS-5338BC-EAs more companies go global, more and more executives are leaving the comforts of their native customs and cultures to pursue leadership opportunities abroad. The stakes are high, as many companies face mature domestic markets and are counting on international markets to drive growth. Executives taking on international assignments face both the usual challenges of transitioning into new roles and the added pressures of settling their families int...Starting at €8.20
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The Onboarding Challenge: A Leader's Guide to Navigating this Important Career Transition
Watkins, Michael D.Book Chapter HBS-5339BC-EJoining an established business from the outside is never easy. The new leadership role is often ill-defined, the organizational architecture will most likely be unfamiliar, and the politics are even more complex than usual. To increase the odds of success in their new roles, onboarding executives need to recognize that each company has its own distinct "immune system" comprising the organization's culture and political networks. As in the human ...Starting at €8.20