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The Art of Commerce
Harvard Business ReviewArticle HBS-F1403Z-EAn elaborately engraved Spanish stock certificate issued in 1758 could almost be a template for modern stock certificates. Here's the story that its iconography reveals about the royal trading company it came from. Due to the highly graphical nature of the Vision Statement, we offer this reprint in color, PDF format only. We recommend printing it out in color to maximize its effectiveness.Starting at €8.20
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Passport to Global Success
IESE InsightArticle ART-2591-EKnowledge and Communication, Leadership and People Management, Marketing, StrategyPlus: Time Warner's Jeff Bewkes on net neutrality; contract negotiation time; local digital marketing; preparing for an executive role; reasons for optimism in Spain; greenwashing; three powerful remedies to restore justice for organizational wrongdoing.Starting at €8.20
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Pasaporte al éxito global
IESE InsightArticle ART-2591Knowledge and Communication, Leadership and People Management, Marketing, StrategyY además: la visión del presidente de Time Warner sobre la neutralidad de Internet, el peso de la relación previa a la hora de negociar, las oportunidades del marketing digital local, claves al asumir un nuevo cargo, el atractivo de España para las empresas extranjeras, los riesgos del greenwashing y la mejor fórmula para corregir una injusticia laboral.Starting at €8.20
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We Googled You (HBR Case Study and Commentary) (Spanish version)
Coutu, DianeArticle HBS-R0706ALeadership and People Managementcase study-only, reprint R0706X, and commentary-only, R0706Z.Starting at €8.20
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Regional Strategies for Global Leadership (Spanish version)
Ghemawat, PankajArticle HBS-R0512FStrategyhome base, portfolio, hub, platform, and mandate. Some companies adopt the strategies in sequence, but the most nimble switch from one to another and combine approaches as their markets and businesses evolve. At Toyota, for example, exports from the home base continue to be substantial even as the company builds up an international manufacturing presence. And as Toyota achieves economies of scale and scope with a strong network of hubs, the comp...Starting at €8.20
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Six Ways Marketing Can Change the World
Jocz, Katherine E.; Quelch, John A.Article ART-1540-EMarketingThe erosion of public trust in politics is partly due to some bad practices for which marketing is frequently blamed. By exposing the principles underlying good marketing, the authors show how managers can practice marketing that benefits consumers and social institutions. Doing so could go a long way toward restoring a sense of citizenship and also help democracy flourish in the process.Starting at €8.20
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Cómo conquéistar nuevos mercados con viejas habilidades
Guillen, Mauro F.; Garcia-Canal, EstebanArticle HBS-R1011KStrategyMuchas empresas se mantienen al margen de la competencia global, creyendo que necesitan para desarrollar productos innovadores o marcas líderes antes de aventurarse en el extranjero. El éxito internacional de las empresas españolas como Telefónica, Freixenet, Banco Santander, y ALSA demuestra este tipo de pensamiento totalmente equivocado. Todos ellos se convirtieron en actores globales en sus industrias por sobresalir en las capacidades pasados ...Starting at €8.20
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El marketing puede cambiar el mundo
Quelch, John A.; Jocz, Katherine E.Article ART-1540MarketingLa erosión de la confianza en la política responde en parte a algunas prácticas perniciosas de las que se suele culpar al marketing. Los autores explican los principios que sustentan el buen marketing e invitan a los directivos a hacerlos suyos para beneficiar a consumidores e instituciones sociales. Aplicándolos, pueden contribuir enormemente a restaurar el significado original del concepto de ciudadanía e impulsar, de paso, la democracia.Starting at €8.20
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Life's Work: Ferran Adria
Adria, Ferran; Beard, Alison; Silver, SaraArticle HBS-R1106N-EAdria, the head chef of elBulli-a Spanish restaurant regularly ranked the world's best-on efficient service culture, the best way to nurture talent, and the creative inspiration behind new foods like sea urchin foam and curry ice cream.Starting at €8.20
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How to Conquer New Markets with Old Skills
Guillen, Mauro F.; Garcia-Canal, EstebanArticle HBS-R1011K-EStrategyMany firms sit on the sidelines of global competition, believing they need to develop innovative products or leading brands before venturing abroad. The international success of Spanish companies like Telefonica, Freixenet, Banco Santander, and ALSA proves such thinking dead wrong. They all became global players in their industries-by excelling at old-fashioned capabilities. The Spanish firms skipped the risky, expensive strategy of opening their...Starting at €8.20