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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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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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Linkality's Call Center
Bitran, Gabriel R.; Mitchell, Jordan; Rocha e Oliveira, PauloCase M-1221-EMarketing, Service and Operations ManagementLinkality is the 8th largest Internet service provider (ISP) in the United States, with a subscriber base of approximately 3 million users. The case is focused on the management of Linkalitys call center, where approximately 85% of all contact with existing customers takes place. Hal Paden, VP of Operations, is looking for ways to reduce operating costs while at the same time improving service quality levels. Shelly Townsend, the call center ma...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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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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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 on the Ropes: Dealing with a Cyberattack (A) (Portuguese Version, Brazil)
Valor Sabatier, Josep; Zamora, Javier; Pérez Balaguer, Jesús; Sastre Boquet, IsaacCase SI-208-PBInformation Technologies, Leadership and People ManagementIn 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 €8.20
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Tramsa Mobility on the Ropes: Dealing with a Cyberattack (A)
Valor Sabatier, Josep; Zamora, Javier; Pérez Balaguer, Jesús; Sastre Boquet, IsaacCase SI-208-EInformation Technologies, Leadership and People ManagementIn 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 €8.20
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El centro de llamadas de Linkality
Bitran, Gabriel R.; Mitchell, Jordan; Rocha e Oliveira, PauloCase M-1221Marketing, Service and Operations ManagementLinkality ocupa el octavo lugar en el ranking estadounidense de proveedores de servicios de Internet (ISP), con una base de aproximadamente 3 millones de usuarios. El caso se centra en la dirección del centro de llamadas de Linkality, donde tiene lugar aproximadamente el 85% de todos los contactos con los usuarios. Hal Paden, vicepresidente de operaciones, tiene como objetivo buscar formas de reducir los costes operativos y al mismo tiempo mejora...Starting at €8.20