IESE (España)
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Jobs to Be Done: Aplicación en entornos de alta densidad digital
Pérez Balaguer, Jesús; Gregory, Robert Wayne; Zamora, JavierTechnical Note SIN-62Information Technologies, Innovation and Change, MarketingLa teoría del Jobs to be Done (JTBD) se fundamenta en que los clientes no compran productos o servicios, sino que "contratan" estos para realizar un determinado "trabajo" (job), de ahí el nombre de la citada teoría. Esta nota técnica introduce en la teoría del JTBD y explica cómo aplicarla en un entorno de alta densidad digital.Starting at €8.20
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Tramsa Mobility on the Ropes: Dealing with a Cyberattack - Teaching Note
Valor Sabatier, Josep; Zamora, Javier; Pérez Balaguer, Jesús; Sastre Boquet, IsaacTeaching Note SIT-26-EIn summer 2020, Tramsa Mobility, a Spanish transportation carrier that operated several concession contracts from the administration, was victim of a ransomware attack that seriously threatened the ability of the company to operate the thousands of buses that gave service to some of the largest cities in the country. The case, broken up in three different parts, describes how the company dealt with the crisis, with new challenges and difficultie...Starting at €0.00
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In-Depth Interviews (B): Behavioral Insights Marketing Research Exercise
Reutskaja, ElenaCase ME-11-EMarketingThis exercise is designed to enrich students' understanding of the "in-depth interview" - a marketing research method used by organizations to generate behavioral insights. Students are asked to conduct 3-4 in-depth interviews and are given guidelines and instructions on how to perform this task.Starting at €5.74
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How to Overcome Resistance and Get Commitment From Users
Pérez Balaguer, Jesús; Gregory, Robert Wayne; Káganer, EvgenyTechnical Note SIN-54-EInformation Technologies, Innovation and ChangeIf we consider the broad spectrum of changes that occur in organizations, it is apparent that in many cases, either directly or indirectly, technology is a very important factor to take into account and can even be the driver of change. But most people fear change and some have a deep aversion to it. In this document, we look at the reasons why employees resist the adoption and use of new technologies. We also offer a framework for managing chang...Starting at €8.20
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Jobs to Be Done: Application in Environments of High Digital Density
Pérez Balaguer, Jesús; Gregory, Robert Wayne; Zamora, JavierTechnical Note SIN-62-EInformation Technologies, Innovation and Change, MarketingThe Jobs to Be Done (JTBD) theory is grounded upon the fact that customers do not buy products or services but instead "hire" them to do a given "job"; hence its name. This technical note introduces JTBD theory and explains how to apply it in an environment of high digital density.Starting at €8.20
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Tramsa Mobility en dificultades: enfrentándose a un ciberataque (A)
Valor Sabatier, Josep; Zamora, Javier; Pérez Balaguer, Jesús; Sastre Boquet, IsaacCase SI-208Information Technologies, Leadership and People ManagementEn verano de 2020, Tramsa Mobility, un transportista español que operaba varias concesiones de las administraciones públicas, fue víctima de un ataque de ransomware que amenazó seriamente la capacidad de la empresa para operar los miles de autobuses que daban servicio a algunas de las ciudades más grandes del país. El caso está dividido en tres subcasos, y describe cómo la empresa enfrentó la crisis, mostrando desafíos y dificultades distintas en...Starting at €8.20
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Observational study: Experts (B): Behavioral Insights Marketing Research Exercise.
Reutskaja, ElenaCase ME-13-EMarketingThis exercise is designed to enrich students' understanding of the "observational study" - a marketing research method used by organizations to generate behavioral insights. This assignment should be used together with Observational Study(A) exercise. Students who have previous experience with conducting observational studies are asked to evaluate the design and procedure of the organizational study conducted by their colleagues. Students-experts...Starting at €5.74
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Focus Groups (A): Behavioral Insights Marketing Research Exercise
Reutskaja, ElenaExercise ME-8-EMarketingThis exercise is designed to enrich students' understanding of the "focus group" - a marketing research method used by organizations to generate behavioral insights. Students are asked to conduct one focus group and are given detailed guidelines and instructions on how to perform this task.Starting at €8.20
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The Power of the Default, or Why We Stick With the Status Quo
Kochanowska, Ewa; Reutskaja, ElenaTechnical Note MN-415-EDecision Analysis, MarketingThe note is an introduction to one of the most common tolls of choice architecture: defaults. The note explains what defaults are, why they are important to understand, how and why defaults work.Starting at €8.20
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Temporal Discounting, or Why We Want Things NOW
Kochanowska, Ewa; Reutskaja, ElenaTechnical Note MN-414-EDecision Analysis, MarketingMany decisions in our lives are intertemporal in nature. Should I study for an upcoming exam or watch another episode of my favorite show? Should I spend my money on a new car or add it to my retirement savings? To make this type of decision, people need to make a tradeoff between two rewards (or two losses)?one available immediately and the other at some point in the future. Considering this can help students understand how people make similar d...Starting at €8.20