Search results
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From TV to Web: Content Strategies for Ads That Drive Online Sales
Teixeira, Thales S.Article ART-2643-EInnovation and Change, Knowledge and Communication, MarketingConsumers have become avid media multitaskers, moving seamlessly between their TVs and digital devices. Shorter TV commercials have reduced both the quantity and quality of consumer attention during prime-time viewing hours. In this new media environment, can TV advertising remain an effective means of promoting and selling products and services? In this article, the author draws upon his research to argue that TV advertising remains a powerful v...Starting at €8.20
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Digital Transformation at Brazilian Retailer Magazine Luiza (Spanish version)
Teixeira, Thales S.; Guissoni, Leandro; Veludo-de-Oliveira, Tania ModestoCase HBS-519S17Marketinggrow fast and be profitable. Should Trajano opt for more aggressive growth or proceed more conservatively?Starting at €8.20
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Growing from One Thousand to One Million Customers (Spanish version)
Teixeira, Thales S.; Brown, MorganCase HBS-518S08MarketingBy 2016, two-sided online platforms (or marketplaces) were pervasive among the highest growing internet startups around. These marketplaces sought to match suppliers of assets for rent, physical products or services with customers demanding them. Among the most notable two-sided platforms in terms of their tremendous early growth were Airbnb, Etsy and Uber. They offered short-term property rentals, handcrafted goods, and car rides, respectively. ...Starting at €8.20
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Before You Split that CEO/Chair (Spanish version)
Pozen, Robert C.Article HBS-F0604JLeadership and People ManagementWhat's the rationale for dividing the roles of chairman and CEO? Studies show that, usually, doing so has no effect on the company's performance.Starting at €8.20
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Arm Yourself for the Coming Battle over Social Security (Spanish version)
Pozen, Robert C.Article HBS-R0211CEconomicsThe U.S. Social Security system is in deep trouble--and that's not just bad news for your friends and family. It's also bad news for your company. Unless the Social Security system is changed, by 2041 the system will be utterly insolvent. In the next decade, the very prospect of the rising deficit will mean serious pressure on recent tax cuts, higher long-term interest rates, increased pension-funding costs, and other punishing conditions for U.S...Starting at €8.20
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Is It Fair to Blame Fair Value Accounting for the Financial Crisis
Pozen, Robert C.Article HBS-R0911G-EFinanceWhen the credit markets seized up in 2008, many heaped blame on "mark to market" accounting rules, which require banks to write down their troubled assets to the prices they'd fetch if sold on the open market - at the time, next to nothing. Recording those assets below their "true" value, critics argued, drove financial institutions toward insolvency. Proponents of marking to market, on the other hand, said it exposed executives' bad decisions. I...Starting at €8.20
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The Case for Professional Boards
Pozen, Robert C.Article HBS-R1012B-ELeadership and People ManagementWhen the world's largest financial institutions had to be rescued from insolvency in 2008, many experts laid the blame at the feet of corporate boards. But insufficient board oversight is a problem that had supposedly been solved in 2002. As the United States reeled from the blatant failures of corporate governance at Enron and WorldCom, Congress passed the famous Sarbanes-Oxley Act to prevent such failures from happening again. The new rules loo...Starting at €8.20
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Decoding CEO Pay*
Pozen, Robert C.; Kothari, S.P.Article HBS-R1704E-ELeadership and People ManagementEach year most public companies issue reports describing the pay packages of their CEOs. In them compensation committees attempt to explain the rationale behind the pay figures to the shareholders, who often must vote to approve them. The issue is, in their reports many committees adjust performance numbers in obscure and inappropriate ways that lead to overly generous CEO pay. And they do so using nonstandard criteria that are difficult for even...Starting at €8.20
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Airbnb, Etsy, Uber: Growing from One Thousand to One Million Customers
Teixeira, Thales S.; Brown, MorganCase HBS-516108-EMarketingBy 2016, two-sided online platforms (or marketplaces) were pervasive among the highest growing internet startups around. These marketplaces sought to match suppliers of assets for rent, physical products or services with customers demanding them. Among the most notable two-sided platforms in terms of their tremendous early growth were Airbnb, Etsy and Uber. They offered short-term property rentals, handcrafted goods, and car rides, respectively. ...Starting at €8.20
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Selling on Amazon at Tower Paddle Boards
Teixeira, Thales S.; Lopez-Lengowski, DavidCase HBS-517047-EBy June 2012, Stephan Aarstol felt that he had successfully passed the first critical stage of his ecommerce business. As the founder and CEO of a standup paddleboard (SUP) business, he had built a strong relationship with Asian manufacturers, built a small warehouse and fulfillment center, designed an innovative line of inflatable SUPs, and built an ecommerce website that sold boards and accessories to consumers. After the rising trend in intere...Starting at €8.20