Search results
-
Deber a usted invertir en la cola larga
Elberse, AnitaArticle HBS-R0807HMarketingLa estrategia exitosa es un acercamiento consagrado, sobre todo en los medios de comunicación y entretenimiento. Cuando el espacio es limitado en las tiendas y en los canales de distribución tradicionales, los productores tienden a concentrarse en unas pocas probabilidades más vendidos, con la esperanza de que uno o dos grandes éxitos llevarán el resto de sus listas. Pero el comercio minorista en línea y la digitalización de los bienes de informa...Starting at €8.20
-
How Markets Help Marketers (Spanish version)
Elberse, AnitaArticle HBS-F0509LMarketingStock market simulations can help you determine optimal marketing strategies for products prior to launch.Starting at €8.20
-
Ferguson's Formula
Elberse, Anita; Ferguson, AlexArticle HBS-R1310G-EWhen Alex Ferguson took over as manager of the English football team Manchester United, the club was in dire straits: It hadn't won a league title in nearly 20 years and faced a very real threat of being relegated to a lower division. In 26 seasons under Ferguson, United won 38 domestic and international trophies--giving him nearly twice as many as any other English club manager--and became one of the valuable franchises in sports. In 2012, durin...Starting at €8.20
-
Should You Invest in the Long Tail
Elberse, AnitaArticle HBS-R0807H-EMarketingThe blockbuster strategy is a time-honored approach, particularly in media and entertainment. When space is limited on store shelves and in traditional distribution channels, producers tend to focus on a few likely best sellers, hoping that one or two big hits will carry the rest of their lists. But online retailing and the digitization of information goods have changed the commercial landscape: Virtual shelf space is infinite, consumers can sear...Starting at €8.20
-
Beating the Odds When You Launch a New Venture (Spanish version)
Gilbert, Clark G.; Eyring, Matthew J.Article HBS-R1005GEntrepreneurshipYou should be trying to prove that your assumptions are wrong, not simply to confirm your own biases.Starting at €8.20
-
Beating the Odds When You Launch a New Venture
Gilbert, Clark G.; Eyring, Matthew J.Article HBS-R1005G-EEntrepreneurshipDespite the popular image of entrepreneurs as risk-loving cowboys, the reality is that great entrepreneurs don't take risks-they manage them. The authors counsel managers to recognize that not all risks are created equal: When you're launching a new venture, first consider deal-killer risks that, if left unexamined, could kill the whole business. Next tackle the risks that could sabotage the project if it took a path you're not currently anticipa...Starting at €8.20
-
Two Routes to Resilience
Gilbert, Clark G.; Eyring, Matthew J.; Foster, Richard N.Article HBS-R1212D-ELeadership and People ManagementSooner or later, most companies will need to reinvent themselves in response to disruptive market shifts, technologies, or start-ups. But can a new business model quickly replace all the revenue an incumbent has lost to market upheaval? Only in rare instances, say the authors. That's why they propose that companies under assault pursue two distinct but parallel efforts: "Transformation A" should reposition the core business, adapting it to the al...Starting at €8.20