IESE (España)
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Gestione las experiencias, no las esperas
Bitran, Gabriel R.; Ferrer, Juan Carlos; Rocha e Oliveira, PauloArticle ART-1451Marketing, Service and Operations ManagementA los directivos les preocupa que sus clientes vean la espera como un engorro. Pero tal vez reducir el tiempo de espera no sea lo más conveniente, ya que los clientes no le dan tanta importancia. A partir de un estudio que aplica la psicología del comportamiento y los principios tradicionales del marketing a las operaciones, los autores proponen un nuevo modelo para ayudar a los negocios a gestionar la espera. Ofrecen seis ideas prácticas que mej...Starting at €8.20
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El papel de la ética en el diagnóstico y la solución de problemas directivos
Calleja, Ricardo; Marín, SergioTechnical Note BEN-137Business Ethics and Corporate Social Responsibility, Decision Analysis, Leadership and People ManagementLa presente nota ofrece, de forma resumida, una visión de las tres perspectivas fundamentales que se ponen en juego durante la resolución de conflictos directivos: la descriptiva, la instrumental y la evaluativo-normativa. La ética empresarial revela que estas tres perspectivas se encuentran relacionadas entre sí, es decir, que la actitud que tengamos ante la realidad (perspectiva evaluativa) condiciona el tipo de diagnóstico que podamos hacer d...Starting at €8.20
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Responsible Innovation
Calleja, RicardoTechnical Note BEN-142-EBusiness Ethics and Corporate Social Responsibility, Entrepreneurship, Innovation and ChangeTechnological changes increasingly have companies in a leading role. A key aspect of managerial responsibility today is the responsibility for technological innovation. It is necessary to consider realistically the expectations that technological changes generate, in order to assess fairly the contributions of innovation, its influence on the configuration of mentalities and lifestyles, and the implications of technological changes for the distri...Starting at €8.20
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What Are Companies Responsible For Whom Should Executives Serve
Calleja, RicardoTechnical Note BEN-143-EBusiness Ethics and Corporate Social Responsibility, Corporate Governance, Leadership and People ManagementThis document compares the main existing models on a company's social responsibility, in their descriptive, instrumental and normative aspects, with the intention of giving a rigorous theoretical foundation to an eminently practical problem: whom do executives serve and what should their priority be? To do this, it briefly reviews the shareholder model, models of corporate social responsibility (CSR) and, specifically, the stakeholder model. Fina...Starting at €8.20
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Eurostar and the Channel Tunnel Incident (A)
Rocha e Oliveira, Paulo; Lago, Alejandro; Valadas, JorgeCase M-1251-EMarketing, Service and Operations ManagementThis case describes the ordeal experienced by passengers who were trapped under in English channel on December 2009 and poses questions related to how managers should react to the situation. The main issues that come out in the case relate to how the firm should react to this service failure.Starting at €8.20
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Apple Inc. vs. the White House, or "Those Jobs Aren't Coming Back"
Calleja, Ricardo; Sánchez, BrunoCase BE-205-EBusiness Ethics and Corporate Social Responsibility, Marketing, StrategyApple has developed a strong identity based on values of creativity, individual expression, emancipation, disruption, etc. Steve Job's successor, Tim Cook, is vocaly advocating for different social causes aligned with those values. However, it is doubtful whether Apple's policies and operations are truly consistent. A number of issues have been raised regarding Apple's tax paying policies, job destruction in the US, or cooperation with national s...Starting at €8.20
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Business Ethics, Step by Step
Calleja, Ricardo; Marín, SergioTechnical Note BEN-138-EBusiness Ethics and Corporate Social Responsibility, Decision Analysis, Leadership and People ManagementThis technical note is intended to serve as an introductory text to the Business Ethics course taught by Prof. Ricardo Calleja. Based on class discussion, the note presents the various attitudes that often occur among those taking a course on business ethics: distrustful, skeptical, pragmatic, compliant or reformist. Faced with these attitudes, the reader is invited to go one step further and see business ethics not as a burden, a set of demand...Starting at €8.20
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Amanco Brasil (A): Branding Strategy
Rocha e Oliveira, Paulo; Sauerbronn Jacinto, Rodrigo; Cerquinho, FábioCase M-1282-EMarketingAmanco was Latin America's leading manufacturer and marketer of pipes and fittings solutions for water management systems, with worldwide net sales of US$ 688 million. The company had been in Brazil for 10 years but was losing money. CEO Roberto Salas and Marketing Director Marise Barroso were preparing a proposal for the Brazilian operations at the request of Grupo Nueva, the Swiss holding company that owned Amanco. One of the key decisions to b...Starting at €8.20
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Magazine Luiza: Expanding Horizons: The role of ecommerce in the post-IPO growth strategy
Rocha e Oliveira, Paulo; Bullara, Cesar; Sauerbronn Jacinto, RodrigoCase M-1275-ELeadership and People Management, Marketing, Service and Operations ManagementIn May 2011, Brazilian retailer Magazine Luiza successfully raised R$926 million (¿400 million) from its initial public offering (IPO) on the São Paulo stock exchange. The firm was immediately confronted with the challenge of accelerating growth beyond its already remarkable growth rate. The case is centered on the role e-commerce should play in the company's future. On the one hand, the market potential seems to be very interesting and the compa...Starting at €8.20
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Am I Messing It Up?: Frequent Ethical Issues in Business
Pilkis, Tomas; Calleja, RicardoTechnical Note BEN-144-EBusiness Ethics and Corporate Social Responsibility, Leadership and People ManagementBusiness is a very important element of human societies, contributing with efficient and innovative solutions of human needs, creating and distributing economic value. Moreover, many people work in business in different positions and functions, where they (can) serve the needs of others and society, enter into professional and personal relationships, learn and grow individually. In a word, business is in itself good, an honest profession. Howeve...Starting at €8.20