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IESE (España)
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Tu producto no entra en una categoría clara. ¡Cambia la forma de explicarlo!
Boulongne, RomainArticle 75541Marketing, Strategy¿Qué sucede en el cerebro al juzgar un producto nuevo difícil de definir? Romain Boulongne explica cómo funcionan los procesos de categorización para que decidas si es mejor indicar qué tipo de producto estás vendiendo; para qué sirve o a qué se parece.Starting at €8.20
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Discovering What Makes Your Employees Tick
Sanchez-Runde, Carlos J.; Steers, Richard M.Article ART-1786-ELeadership and People ManagementThe temptation to employ managerial best practices in global organizations tends to disregard a vital component of sound management and outstanding employee productivity: the influence of culture. Research on work motivation, personal work values and job attitudes rarely takes cultural differences into account. Yet evidence exists to show that culture does play a substantial role in understanding worker behavior and satisfaction, not to mention c...Starting at €8.20
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The Power of Global Thinking
Kusyk, Sophia; Mooij, Marieke de; Reiche, B. Sebastian; Sánchez-Runde Sánchez, Carlos; Steers, Richard M.Dossier DOS-5-EBusiness Ethics and Corporate Social Responsibility, Leadership and People Management, MarketingThe world may be smaller, but the challenges are bigger. Managers need a new mindset that knows no bounds.Starting at €15.00
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El reto de pensar en global
Kusyk, Sophia; Mooij, Marieke de; Reiche, B. Sebastian; Sánchez-Runde Sánchez, Carlos; Steers, Richard M.Dossier DOS-5Business Ethics and Corporate Social Responsibility, Leadership and People Management, Marketing, StrategyEl mundo se ha hecho más pequeño pero los retos son hoy más grandes. Necesitamos pensar sin fronteras.Starting at €15.00
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Nikon
Boulongne, Romain; Samila, Sampsa; Singh, Parul; Wehrheim, DavidCase SM-1741-EStrategyThis case describes Nikon's competitive strategy in the imaging business area and provides a comprehensive description of Nikon's competitive environment. The case also discusses Nikon's model of value creation and value capture as well as the different areas of growth for Nikon given the constraints related to industry structure.Starting at €8.20
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Descubra qué hace vibrar a sus empleados
Sanchez-Runde, Carlos J.; Steers, Richard M.Article ART-1786Leadership and People ManagementCuando las empresas incorporan prácticas de gestión internacionales suelen pasar por alto un componente vital en la dirección y productividad de los empleados: la influencia de la cultura. La investigación sobre la motivación, los valores personales y la actitud respecto al trabajo apenas tiene en cuenta las diferencias culturales. Pero está comprobado que la cultura juega un papel destacado en la comprensión del comportamiento y la satisfacción ...Starting at €8.20
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When the product offer isn't clear, change the way people think about it
Boulongne, RomainArticle 75531StrategyIf your potential customers are scratching their heads, consider "priming" them with a goal to accomplish. Goal prompts, along with analogies and prototypes, can help position your products strategically, according to IESE’s Romain Boulongne.Starting at €8.20