IESE (España)
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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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Branded content
Villanueva, Julian; Ferrándiz, Luis; Soldado, PilarTechnical Note MN-393-EInformation Technologies, Knowledge and Communication, MarketingThis technical note introduces the reader to the concept of branded content, which is defined as a new form of advertising which uses content-generation as a way of promoting a brand, which in turn finances the production of new contents. This technical note provides a series of recommendations on how to create a branded content strategy and particularly stresses the type of content to develop. In branded content, the company is moving from the s...Starting at €8.20
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Airline Industry Alliances in 2004: Improving Performance in the Beleaguered Airline Industry - Teaching Note
Riehl F.; Ariño, AfricaTeaching Note DGT-37-EStrategyNote prepared as an aid to instructors in the classroom use of case DG-1470-E Airline Industry Alliances in 2004: Improving Performance in the Beleaguered Airline Industry.Starting at €0.00
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Liderar en tiempos de incertidumbre
Álvarez de Mon Pan de Soraluce, Santiago; Baucells Alibés, Manel; Gunther McGrath, Rita; Hunter, Richard; Weber, Martin; Westerman, GeorgeDossier DOS-1Decision Analysis, Entrepreneurship, Information Technologies, Leadership and People ManagementCuatro visiones sobre lo que necesitamos saber cuando desconocemos qué nos depara el mañana.Starting at €15.00
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Refreshing the Orbed Private Label
Villanueva, Julian; Nueno, José Luis; Soldado, PilarCase M-1345-EMarketingFor several weeks Daryl had been spending a lot of time preparing a presentation he would make to the company's executive committee. In the presentation, he would have to make a recommendation on the repositioning of Orbed's store-brand soft drinks. The next day, he had to talk his proposal over with Richard Balmori, the director of the store-brand department, and Joe Rod, Orbed's commercial director. A few months earlier, Sandfer, a British supp...Starting at €8.20
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Refrescando la marca propia en Orbed
Villanueva, Julian; Nueno, José Luis; Soldado, PilarCase M-1345MarketingDaryl Board llevaba varias semanas dedicando mucho tiempo a preparar la presentación que realizaría ante el comité de dirección de la compañía. En dicha presentación, debía proponer sus recomendaciones acerca del necesario reposicionamiento del refresco de la marca Orbed. Al día siguiente, discutiría su propuesta con Richard Balmori, director del Departamento de Marcas Propias, y con Joe Rod, director comercial. Unos meses antes, Sandfer, una emp...Starting at €8.20
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Airline Industry Alliances in 2004: Improving Performance in the Beleaguered Airline Industry
Riehl F.; Ariño, AfricaCase DG-1470-EStrategyThe airline industry in 2004 provides an ideal field of analysis for students of alliances. As airlines struggled to cope with the challenges imposed on them by terrorism, SARS (Severe Acute Respiratory Syndrome), the Iraq war, a slow growing economy and fast rising oil prices, alliances became more and more a "safe haven" that would mitigate the detrimental effects of the environment. An open issue remained until that time of whether alliances w...Starting at €8.20
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FreeMove in Early 2008: Creating Value through Strategic Alliances in the Mobile Telecommunications Industry - Teaching Note
Riehl F.; Ariño, AfricaTeaching Note DGT-36-EStrategyNote prepared as an aid to instructors in the classroom use of case DG-1469-E.Starting at €0.00
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Hable un idioma común sobre el riesgo en TI
Westerman, George; Hunter, RichardArticle ART-1446Information TechnologiesPese a que los riesgos en TI pueden comportar variadas consecuencias, pocos directivos se sienten cómodos discutiendo sobre la gestión del riesgo tecnológico. El riesgo es incertidumbre, y su gestión exige a los directivos racionalizar una serie de compromisos muy complejos. El modelo presentado por los autores propone un lenguaje común para que directivos y responsables de TI puedan identificar, analizar y gestionar los riesgos en TI de una mane...Starting at €8.20
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Developing a Common Language About IT Risk
Hunter, Richard; Westerman, GeorgeArticle ART-1446-EInformation TechnologiesAlthough IT risk can have wide-ranging business consequences, few executives feel comfortable discussing it. Risk is uncertainty, and addressing IT risk seems to require making sense of complex technical issues. In reality, executive-level trade-offs around IT risk are managerial, not technical. The Four A Framework of Availability, Access, Accuracy and Agility provides a common language you and your IT managers can use to manage IT risks without...Starting at €8.20