IESE (España)
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Selling Experiences to Connect With Consumers
Gallo, Iñigo; Townsend, ClaudiaArticle ART-2981-EMarketingThe Experience Economy is pervasive. Consumers are diverting more of their disposable income to engaging in experiences. And even material purchases are increasingly being positioned as experiential. This article presents the findings of the authors' research into the marketing of experiences. Selling products through the allure of experiences can yield enormous benefits, such as increasing the "talkability" of the product -- highly relevant in t...Starting at €8.20
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A New Approach to Fix Broken Governance
Pirson, Michael; Turnbull, ShannArticle ART-2129-ECorporate GovernanceMany attempts are being made to improve corporate governance in the wake of the financial crisis. But few seem to be tackling the real issue: that our top-down paradigms, rooted in transactional, unitary, economistic notions, need to be completely rewritten in favor of a more humanistic model. Citing examples such as the John Lewis Partnership and Mondragón Corporation, the authors propose the adoption of network governance, which they say would ...Starting at €8.20