Search results
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Kola Real: La expansión internacional
Ferré, Miguel; Natividad, GabrielCase PAD-DG-C-406EntrepreneurshipDescribe el caso de la internacionalización de una empresa peruana en varios países de la región, partiendo de unos modestos inicios en Ayacucho (1988). Se puede discutir la similitud o diferencias en la forma de nacer según el contexto de cada país.Starting at €8.20
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The upsides of downward deference
Reiche, Sebastian; Neeley, TsedalArticle 75264Leadership and People ManagementLeaders who find themselves out of their element can get ahead by deferring to subordinates. Here we explain how power can come from letting it go.Starting at €8.20
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The Shubert Organization: The Show Must Go On (condensed)
Beech, María Alejandra; Villanueva, Julian; González, JorgeCase M-1240-EMarketingIn January 2009, Bob Wankel sat in his office at the historic Sardi's building on 44th Street, New York, as he considered the challenges ahead: several Broadway shows were closing, and a severe economic downturn threatened future productions. Many were calling for changes in the theater industry, and the Shubert Organization (where Mr. Wankel had worked for 33 years) had recently lost its Chairman, Gerald Schoenfeld. As the firm's new President a...Starting at €8.20
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Market Segmentation
González, JorgeTechnical Note MN-400-EMarketingThe consumer's needs; providing good customer service: without a doubt, these concepts expressed by Theodore Levitt (1960) almost 60 years ago are at the core of the field of marketing. Considering the customer as the focal point of all commercial efforts quickly leads us to the realization of another equally important reality, namely that a "customer," in the abstract, does not exist. There are a host of specific customers-each with their own pe...Starting at €8.20
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GoQuickly.com and FileAway: Advertising in the Super Bowl
Gallo, Iñigo; González, Jorge; Capizzani, Mario; Panlilio, LorenzoCase M-1374-EMarketingKickersoft managers Jennifer Green and Ted Gutner, along with their respective marketing teams, were preparing for an important presentation meeting with CEO Henrik Mathison. During the meeting, the decision would be made on which creative concepts the US software company would use for that year's Super Bowl advertisements for FileAway and GoQuickly.com-Kickersoft's two most important cloud-based products. Green and Gutner were excited, but the...Starting at €8.20
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Empoderados
Bernoff, Josh; Schadler, TedArticle HBS-R1007HLeadership and People ManagementDespués de su guitarra se rompió en un vuelo de United Air Lines y la aerolínea rechazó su reclamación por daños, músico Dave Carroll hizo el vídeo de YouTube "United Breaks Guitars", que más de 8 millones de personas han visto. Carroll está lejos de ser el único que tiene los medios de comunicación social empleado para fustigar una empresa de mal servicio al cliente. Por ejemplo, un popular blogger le aconsejó millones o más seguidores en Twitte...Starting at €8.20
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Global Business Speaks English (Spanish version)
Neeley, TsedalArticle HBS-R1205HStrategyLike it or not, English is the global language of business. Today 1.75 billion people speak English at a useful level--that's one in four of us. Multinational companies such as Airbus, Daimler-Chrysler, SAP, Nokia, Alcatel-Lucent, and Microsoft in Beijing have mandated English as the corporate language. And any company with a global presence or global aspirations would be wise to do the same, says HBS professor Tsedal Neeley, to ensure good commu...Starting at €8.20
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Global Teams That Work (Spanish version)
Neeley, TsedalArticle HBS-R1510DStrategy(1) Structure. If a team is made up of groups with different views about their relative power, the leader should connect frequently with those who are farthest away and emphasize unity. (2) Process. Meeting processes should allow for informal interactions that build empathy. (3) Language. Everyone, regardless of language fluency, should be empowered to speak up. (4) Identity. Team members must be active cultural learners and teachers to understa...Starting at €8.20
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Helping HEROes Innovate: How Your Company Can Surface Ideas and Encourage Employee-Driven Innovation
Bernoff, Josh; Schadler, TedBook Chapter HBS-7037BC-EInnovation in a business powered by employee HEROes-Highly Empowered and Resourceful Operatives-is about speed, collaboration, and systems for capturing the best ideas. In this chapter, authors Josh Bernoff-coauthor of "Groundswell"-and Ted Schadler explain how these three elements enable employee HEROes to find the others who can help them get things started quickly. Speed, collaboration, and idea-capturing systems contribute to both minor, "sus...Starting at €8.20
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Becoming HERO-Powered: Are You Ready to Allow Your Employees to Turn Social Technologies into Customer-Focused Innovation Machines
Bernoff, Josh; Schadler, TedBook Chapter HBS-7050BC-EThe concept of employee-driven innovation doesn't come up every day, and it doesn't affect every employee. But when it does come up, it can make a dramatic difference in how it feels to work at your company, because innovation-and the excitement that surrounds it-is in the air. So how can you tell if your company is on its way from being ordinary to becoming HERO-powered? In this chapter, authors Josh Bernoff-coauthor of "Groundswell"-and Ted Sch...Starting at €8.20