IESE (España)
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Manifiesto por una gestión empresarial más humana
Andreu Civit, Rafael; Rosanas Martí, Josep MariaArticle ART-2127Business Ethics and Corporate Social Responsibility, StrategyLa credibilidad de la empresa como institución está en mínimos históricos. La mayoría de las medidas prescritas no hacen sino pasar de puntillas por los problemas. Lo que se necesita realmente es una vuelta radical a los fundamentos de la dirección de empresas y de nuestros modelos económicos actuales. En este artículo los autores repasan las teorías y prácticas que nos han llevado hasta aquí y proponen siete pilares para avanzar hacia una gestió...Starting at €8.20
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Writing a Manifesto for Better Management
Andreu Civit, Rafael; Rosanas Martí, Josep MariaArticle ART-2127-EBusiness Ethics and Corporate Social Responsibility, StrategyThe litany of institutional, market and leadership failures that precipitated one of the worst economic crises in modern history is staggering. Yet efforts by policy makers and business leaders to improve matters have so far fallen short of whats truly needed, and do little but tinker at the very edges of the economic system. This article makes seven key recommendations to move us toward a more humanistic model of management, placing human value...Starting at €8.20
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Las genuinas responsabilidades de la dirección general
Andreu Civit, Rafael; Ricart Costa, Joan EnricArticle ART-2639Innovation and Change, Leadership and People Management, StrategyUn director general debe tocar muchas y muy variadas teclas. Pero no todas son igualmente relevantes. Los autores identifican cuatro grandes prioridades de la dirección general y otras tantas tareas básicas. Pero advierten que es imprescindible entenderlas y gestionarlas todas como un conjunto inseparable de elementos interdependientes cuya dinámica es especialmente relevante. Asimismo, señalan la necesidad de hacerlo con disciplina en las decisi...Starting at €8.20
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Snackos SpA (C)
Ferrer, Jordi; Nueno, José LuisCase M-981MarketingLa mañana del 26 de noviembre de 1993, Giovanni Segni, director de Marketing Estratégico de Snackos SpA, se disponía a analizar los datos definitivos que acababa de recibir del test que, sobre las dos nuevas líneas de Fritto, Bolsa Junior y Super Snack, se había estado realizando durante los tres últimos meses. Segni debía sacar conclusiones que le permitieran tomar decisiones sobre el lanzamiento nacional de estas dos nuevas líneas y de los posi...Starting at €5.74
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Snackos SpA (A)
Ferrer, Jordi; Nueno, José LuisCase M-979-EMarketingThis is the first of a three-case series. In February 1993, Giovanni Segni, Strategic Marketing Director of Snackos (Donar International in Italy), was reviewing the AC Nielsen reports he had received the day before. Once again, as in previous years, Snackos figured as the undisputed leader of the savoury snacks sector, with a 53% share of a market worth 755 billion lire.Starting at €8.20
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Snackos SpA (B)
Ferrer, Jordi; Nueno, José LuisCase M-980-EMarketingThis is the second of a three-case series. Having examined the Nielsen reports and the development of savoury snacks sales in the CTK channel (newspaper stands, sweet shops, school, amusement arcades, etc), which was not covered by Nielsen, Giovanni Segni, Snacko's Strategic Marketing Director, reached the conclusion that the 69% market share in individual packs of savory snacks which AC Nielsen gave them was not a realistic figure. A closer esti...Starting at €5.74
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The Genuine Responsibilities of the CEO
Andreu Civit, Rafael; Ricart Costa, Joan EnricArticle ART-2639-EInnovation and Change, Leadership and People Management, StrategyA CEO must pull many levers, but not all are equally relevant. Based on hundreds of interviews they conducted with senior executives, the authors identify four main priorities for general management, corresponding with four primary tasks. They caution, however, that executives must understand and manage them all as an inseparable whole of interdependent, highly dynamic elements. They also emphasize that CEOs need to be disciplined in their decisi...Starting at €8.20
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Continente: The relaunch of private label soft drinks
Ferrer, Jordi; Nueno, José Luis; Villanueva, JulianCase M-1049-EMarketingThe private label department at Continente wants to relaunch its soft drinks line, which has a very low market share in its category. Lladó, area manager for private label beverages, has received an interesting offer from Cott and is fancing a number of decisions regarding the possible change of supplier and the marketing mix for the relaunch.Starting at €8.20
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Snackos SpA (B)
Ferrer, Jordi; Nueno, José LuisCase M-980MarketingSegundo de una serie de tres casos. Después de revisar detalladamente los informes de A.C. Nielsen y la evolución de las ventas de snacks salados en el canal CTK (kioskos, tiendas de caramelos, colegios, salones de máquinas recreativas, etc.), canal que Nielsen no recogía en sus informes, Giovanni Segni, director de marketing estratégico de Snackos, llegó a la conclusión de que la cuota del 69% del mercado de bolsas individuales de snacks salados...Starting at €5.74