Search results
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Mind Your Pricing Cues (Spanish version)
Anderson, Eric; Simester, DuncanArticle HBS-R0309GMarketingFor most of the items they buy, consumers don't have an accurate sense of what the price should be. Research shows that consumers' knowledge of the market is so far from perfect that it hardly deserves to be called "knowledge" at all. Yet, people happily buy products every day. Is this because they don't care what kind of deal they're getting? No. Remarkably, it's because they rely on retailers to tell them whether they're getting a good price. I...Starting at €8.20
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A Step-by-Step Guide to Smart Business Experiments (Spanish version)
Anderson, Eric T.; Simester, DuncanArticle HBS-R1103HMarketingTake one action with one group of customers, a different action (or no action at all) with a control group of customers, and then compare the results. The feedback from even a handful of experiments can yield immediate and dramatic improvements. In this article, the authors provide a step-by-step guide to conducting business experiments. They look at organizational obstacles to success and outline seven rules to follow.Starting at €8.20
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El fin del fundamentalismo low cost: la interrupción de la COVID-19
Cruz, Alex; Nueno, José LuisCase M-1382Economics, Innovation and Change, MarketingRevisamos las tendencias pre-COVID-19 (como la convergencia de productos de servicio completo y de bajo coste; la segmentación del mercado y las demandas cambiantes de los consumidores cada vez más digitalizados). Con esos datos en mente, luego discutimos el impacto principal de la pandemia en los modelos existentes y proporcionamos las probables nuevas tendencias posteriores al COVID-19 en el sector de las aerolíneas. Habrá nuevos desarrollos, p...Starting at €8.20