HBSP (USA)
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Deber a usted invertir en la cola larga
Elberse, AnitaArticle HBS-R0807HMarketingLa estrategia exitosa es un acercamiento consagrado, sobre todo en los medios de comunicación y entretenimiento. Cuando el espacio es limitado en las tiendas y en los canales de distribución tradicionales, los productores tienden a concentrarse en unas pocas probabilidades más vendidos, con la esperanza de que uno o dos grandes éxitos llevarán el resto de sus listas. Pero el comercio minorista en línea y la digitalización de los bienes de informa...Starting at €8.20
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Cómo los Gen Y y los boomers darán una nueva forma a su agenda
Hewlett, Sylvia Ann; Sherbin, Laura; Sumberg, KarenArticle HBS-R0907GLeadership and People ManagementCuando se trata de las preferencias de los lugares de trabajo, los trabajadores de la Generación Y se parecen mucho a los Baby Boomers. Debido a que estos dos grandes cohortes ahora coexisten en la fuerza de trabajo, sus valores compartidos se rigen a las empresas que los contratan. Los autores, del Centro para el trabajo y la vida política, llevaron a cabo dos estudios a gran escala que revelan esos valores. Gen Ys y Boomers están dispuestos a c...Starting at €8.20
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Club Atletico Boca Juniors (Spanish version)
Elberse, Anita; Herrero, Gustavo A.; Ballve, AlbertoCase HBS-509S06MarketingClub Atletico Boca Juniors is the most popular soccer club in Argentina and one of the most decorated clubs in the world. Throughout its storied history, the club has recruited and developed dozens of star players. In his eleven years at Boca Juniors, president Mauricio Macri has significantly increased the club's net worth and annual revenues. However, he faces a constant challenge to remain competitive on and off the field. In November 2006, Ma...Starting at €8.20
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Ángeles y Demonios: La nueva forma de Best Buy para abordar a los clientes (B)
Elberse, Anita; Gourville, John T.; Narayandas, DasCase HBS-510S02MarketingComplementa el caso (A). Un resumen no está disponible para este producto.Starting at €5.74
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Lady Gaga (A) (Spanish version)
Elberse, Anita; Christensen, MichaelCase HBS-513S22MarketingIn September 2009, Troy Carter, manager of up-and-coming pop star Lady Gaga, has to decide on a new course of action now that his artist's planned co-headlining arena tour with hip-hop superstar Kanye West has been canceled. Carter knows that continuing the tour solo comes with huge risks, but scaling it back to smaller theaters or postponing the tour altogether has disadvantages as well. Making matters more complicated, Carter also has to consid...Starting at €8.20
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Beyonc (Spanish version)
Elberse, Anita; Smith, StacieCase HBS-516S16MarketingIn December 2013, music superstar Beyonc is about to surprise her fans with the release of her self-titled album. The team at her company Parkwood Entertainment, which general manager Lee Anne Callahan-Longo described as "a management, music, and production company that is owned and at the highest level operated by an artist," had chosen to release the entire album at once and exclusively via the Apple iTunes Store, without any prior promotion-...Starting at €8.20
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El marketing de la ciudad de Nueva York
Rangan, V. Kasturi; Elberse, AnitaCase HBS-517S11MarketingPara maximizar su eficacia, los casos de color deben imprimirse en color. Nueva York es uno de los pioneros en el campo emergente de la comercialización municipal. primer director de marketing de la ciudad debe desarrollar una organización de marketing con un modelo de negocio autofinanciado que crea valor para la ciudad mediante el aprovechamiento de los activos de la ciudad, incluyendo la propiedad física y oportunidades de los medios. A pesar ...Starting at €8.20
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The Walt Disney Studios (Spanish version)
Elberse, AnitaCase HBS-519S06MarketingThe Force Awakens - only the latest in a string of big bets that he has overseen. Disney pursues a 'tentpole strategy' that revolves around at least eight big-budget movies each year -- most from its acquired labels Pixar, Marvel Studios, and Lucasfilm. In fact, Disney produces nearly twice as many tentpole movies as any other major Hollywood film studio, but fewer movies overall than all but one of its rivals. Box-office failures can be extreme...Starting at €8.20
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Women's Nonlinear Careers: The Flexibility Imperative
Hewlett, Sylvia AnnBook Chapter HBS-4694BC-ELeadership and People ManagementThis chapter provides a wealth of data and information on why women leave the workforce and the difficulties they encounter trying to reenter, proving the inadequacy of the conventional male career model that continues to dominate corporate culture. This chapter is excerpted from "Off-Ramps and On-Ramps: Keeping Talented Women on the Road to Success."Starting at €8.20
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The Business Case for Diversity: How Companies Benefit from Reevaluating the Male Competitive Model
Hewlett, Sylvia AnnBook Chapter HBS-4698BC-ELeadership and People ManagementThe "off-ramping" or downshifting of many women in the workplace has serious ramifications not only for personal careers, but for businesses as well. This chapter outlines the demographic shifts and global competitive pressures facing today's organizations, making a case for gender diversity as part of the solution. This chapter is excerpted from "Off-Ramps and On-Ramps: Keeping Talented Women on the Road to Success."Starting at €8.20