Search results
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Design of Price and Advertising Elasticity Models
Venkatesan, Rajkumar; Farris, Paul W.Technical Note DARDEN-M-0805-EMarketingThe marketing mix that a manager may deploy can affect the sales of a product and can be categorized under the traditional four Ps of marketing (product, price, promotion, and placement). But the perennial question managers face concerns the combination of these different marketing mix variables that will give them maximized sales, highest share, lowest inventory, or maximized margins. Quite often, these questions are answered by historical data:...Starting at €8.20
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A Resource-Allocation Perspective for Marketing Analytics
Farris, Paul W.; Venkatesan, RajkumarTechnical Note DARDEN-M-0861-EMarketingManagers must understand their marketing efforts as precisely as possible in order to determine how much to spend on each marketing channel. This technical note explores marketing analytics—the process of systematically using empirical data about customers, companies, and industry context to inform strategic marketing decisions and create models that are helpful in understanding consumer behaviors. Resource allocation is the endgame of analytics....Starting at €8.20
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Automation of Marketing Models
Venkatesan, Rajkumar; Craddock, Jenny; Nagji, NoreenTechnical Note DARDEN-M-0965-EMarketingThis technical note gives students an overview of artificial intelligence (AI) and machine learning (ML) in order to help them understand how these fields can contribute to the future of marketing. To provide context, students are first introduced to the history of AI and the basic parameters of AI, ML, and deep learning (DL). The differences between ML and statistical modeling are also described to help students understand that collaboration bet...Starting at €8.20
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Liderar las transformaciones con la filosofía agile: el reto de la anarquía coordinada
Stein, Guido; Barrachina, Alberto; Pin Arboledas, José RamónTechnical Note DPON-163Information Technologies, Innovation and Change, Leadership and People ManagementEsta nota técnica explora algunos rasgos organizativos y de gestión de la era que ha sido denominada "de estar siempre en transformación". Como quizá hemos esperado demasiado a iniciar las transformaciones, ahora conviene modificar nuestra aproximación a la transformación, anteponiendo a las personas, pues la nueva tecnología digital hay que abordarla desde fuera para liderarla con sentido de la realidad, que es siempre más que la realidad digita...Starting at €8.20
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Management by Competencies: Theoretical Aspects & Design and Implementation Practices
Pin Arboledas, José Ramón; Stein, GuidoTechnical Note DPON-66-ELeadership and People ManagementThis note describes practical aspects of management by competencies (MBC), both in terms of design and administration. It analyzes the possible variations in the two components of MBC: a) the process (forms to fill out and the information cycle), and b) the coaching relationship between the coach (who does the evaluating) and the coachee (who is being evaluated). It pinpoints MBC as an integrating tool human resources policies can use to add valu...Starting at €8.20
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Sindicalismo dual para una economía dual
Gómez, Sandalio; Pin Arboledas, José RamónTechnical Note DPN-37Leadership and People ManagementNo toda la economía actual se rige por el mismo patrón. La economía de la «producción en rutina» y «el servicio en persona» se mantiene en los moldes antiguos, mientras la «economía de producción en valor» requiere de nuevas formas de trabajo. Es por ello, que se observan en la realidad dos tipos de sindicalismo. El clásico de confrontación y el adaptado de cooperación. Las nuevas formas de trabajo exigen nuevas formas de sindicalismo. La adaptac...Starting at €8.20
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El despido: una política desconocida de dirección de personas
Pin Arboledas, José Ramón; Stein, GuidoTechnical Note DPON-160Leadership and People ManagementEsta nota técnica analiza las características del despido en un mundo digital en el que la política corporativa en torno al mismo se ha convertido en una clave estratégica. Se dan las pautas para que los despidos sean justos, individuales y oportunos, evitando los injustos colectivos e inoportunos que han jalonado la época analógica de las empresas.Starting at €8.20
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El proceso de mentorización: una clave para el desarrollo de capacidades humanas en la organización
Pin Arboledas, José RamónTechnical Note FHN-217Leadership and People ManagementEn los últimos años se ha puesto de moda el pensamiento científico sobre los recursos humanos en la empresa. Un factor al que se le da cada vez mayor importancia. Sin embargo, este recurso es diferente respecto a cualquier otro. Cada persona tiene diferentes motivos, capacidades y habilidades que aprenden y desarrollan mediante complejos mecanismos. Uno de ellos es el trabajo del mentor o tutor: la mentorización. Esta nota intenta definirlo y dar...Starting at €8.20
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New Ethical Challenges in Business
Pin Arboledas, José RamónTechnical Note DPON-15-ELeadership and People ManagementThe note explains the reasons for the increase in ethical sensibility in business. The scandals and the cultural undercurrent of postmodernity, the need for a thorough understanding of a business ethics that is comprehensive and far removed from pseudoethics, and the three mechanisms for furthering this within the firm, including references to ethical codes.Starting at €8.20
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Mentoring: A Key to the Development of Human Capabilities in Organizations
Pin Arboledas, José RamónTechnical Note FHN-217-ELeadership and People ManagementOver the last few years, it has become fashionable to apply scientific thought to the management of companies' human resources; a factor that is receiving increasing attention. Nevertheless, this resource is different from any other: Each person has different motivations, capacities and skills, which they learn and develop through a series of complex mechanisms. One of these is the work of the mentor, or tutor: mentoring. This note defines mentor...Starting at €8.20