IESE (España)
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Islamic Banking Lessons for the Financial Sector
Etzold, Veit M.; Ribera, Alberto; Wackerbeck, PhilippArticle ART-2012-EFinanceThe financial crisis that started with the demise of Lehman Brothers in 2008 and almost brought the world economy to its knees has prompted many international financial institutions to do some serious soul-searching. As they try to strengthen their capital and reduce their risk operations, whom should governments, regulators and financial bosses turn to for inspiration? A good place to start would be to study those banks that have performed best ...Starting at €8.20
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Hervé Rousseau: auge y caída de un joven consultor (A)
Proust E.; Ribera, AlbertoCase DPO-66Leadership and People ManagementEl contexto es el proyecto de integración tras la fusión de dos bancos europeos. GlobalOne (una gran consultoría multinacional) se puso al frente de la transformación de las TI, adaptando los procesos de producción y dirección y procediendo con un proyecto de cambio de dirección para una fuerza de venta unificada. El caso lo escribe un joven director que toma parte activa en el proyecto. Describe cómo las condiciones del mercado y los cambios glo...Starting at €8.20
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Conversion Rate Optimization
Ferrándiz, Luis; Villanueva, Julian; Soldado, PilarTechnical Note MN-389Information Technologies, MarketingEn esta nota se presenta una serie de pautas para aumentar la conversión en un sitio web. Ésta no tiene por qué ser una transacción monetaria, sino que puede tratarse de un registro o de los actos de compartir una noticia, invitar a un amigo, hacerse fan de un club, realizar una descarga, solicitar la prueba de un vehículo, etc. La optimización de un proceso de CRO en un sitio web debe seguir unos pasos estipulados para asegurar su máximo aprovec...Starting at €8.20
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Receiving Feedback
Elghanayan, Ruben; Gallego, Sheila; Ribera, AlbertoTechnical Note DPON-140-ELeadership and People ManagementThe main objective of this technical note is to examine in depth the theoretical bases that enable a better understanding of the different reactions there are to feedback, as well as to improve the effectiveness and quality of communication in the work environment. The intention is to answer the following questions: What is the ideal state to get the most out of feedback? What makes us react defensively to feedback? What happens to a person who g...Starting at €8.20
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Giving Feedback
Elghanayan, Ruben; Gallego, Sheila; Ribera, AlbertoTechnical Note DPON-148-ELeadership and People ManagementThe main objective of this technical note is to examine in depth the theoretical bases that enable a better understanding of the different reactions there are to feedback, as well as to improve the effectiveness and quality of communication in the work environment. The intention is to answer the following questions: What factors are involved in determining feedback? What is the most appropriate method to prevent the recipient reacting emotionally...Starting at €8.20
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Santander-Serfín: Revitalizing the Payment Systems Business
Díez J.; Villanueva, Julian; Nueno, José LuisCase M-1190-EMarketingIn June 2001, Ramón Tellaeche, director of products and marketing at Banco Santander Serfín in Mexico, was considering the commercial strategy which the means of payments division should follow over the following months in order to achieve its ambitious commercial objectives. Marcial Portela, general manager of Grupo Santander's Americas Division, had set the objective of doubling the credit card market share in a year and a half, and capturing 2...Starting at €8.20
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Coca Cola Spain: Branding 2.0
Villanueva, Julian; Ziskind, Julie Michelle; Armelini, GuillermoCase M-1269-EKnowledge and Communication, MarketingThe case analyzes Coca-Cola Spain's use of social media and Web 2.0 to reach audiences that are no longer tuning in to mass media. It also discusses the similarities and differences between various social media platforms and the ongoing evolution of online marketing.Starting at €8.20
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Search Engine Optimization (SEO)
Ferrándiz, Luis; Villanueva, Julian; Simarro, Sergio; Fernández-Velilla, RosaTechnical Note MN-374-EInformation Technologies, MarketingIn the digital world, search engines are shop windows. They are an absolute necessity for giving visibility to a business. A company that does not have a top position in online search results is missing opportunities to sell to, or communicate with, potential customers. And a business that does not appear in search results might as well not exist. Search engine optimization encompasses a range of techniques aimed at improving a website's posi...Starting at €8.20
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Search Engine Marketing (SEM)
Ferrándiz, Luis; Villanueva, Julian; Simarro, Sergio; Fernández-Velilla, RosaTechnical Note MN-376-EInformation Technologies, MarketingSearch engines are shop windows, giving visibility to our products and promoting our company. Not to make good use of them is to miss an opportunity to build brand and sales. When a user conducts a search, the search engine displays the results it considers most relevant. On the one hand, it displays "organic" or "natural" results. These appear in the middle of the results page and are not paid for by the company. SEO techniques are used to optim...Starting at €8.20
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Display Campaigns
Ferrándiz, Luis; Fernández-Velilla, Rosa; Villanueva, JulianTechnical Note MN-378-EMarketingThis note aims to introduce readers to the concept of display advertising. We first define this advertising medium and then propose a conceptual framework useful in the design and implementation of a campaign. We conclude by looking at current trends in this advertising format.Starting at €8.20