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IESE (España)
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Understand Your Network and Let Knowledge Flow
Tortoriello, MarcoArticle ART-2274-EInnovation and Change, Knowledge and CommunicationCompanies communicate and operate across vast social and geographical spaces. The way that valuable knowledge is shared and transferred across these spaces is essential for creating and sustaining a healthy culture of innovation. To facilitate this, managers must look beyond formal organizational structures to the informal networks of ties and relationships that employees form across functions and divisions. Through his research, IESE Prof. Marco...Starting at €8.20
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Grupo DKV: realmente interesados en tí
Oliver, Xavier; Sastre Boquet, IsaacCase M-1343Knowledge and Communication, Marketing, StrategyEl caso describe la estrategia de Dirección por Reputación que el Grupo DKV ha estado utilizando en el mercado español. Esta estrategia de dirección ha ayudado a la compañía a establecer un posicionamiento competitivo único dentro del copado mercado de seguros de salud, consiguiendo las mejores tasas de crecimiento de la industria en los últimos años. Con la ayuda de datos exhaustivos, el caso explica cómo se desarrolló e implementó este estilo d...Starting at €8.20
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Employer branding en Siemens: ¿quién lidera la marca (A)
Oliver, Xavier; Sastre Boquet, IsaacCase M-1368Innovation and Change, Leadership and People Management, MarketingEn 2015, Siemens se enfrentaba a una crisis de reclutamiento. En un momento en que la digitalización y la ciencia de datos eran claves para la ingeniería, se vio compitiendo con empresas como Google, Apple o Microsoft, mucho más atractivas para trabajar. De hecho, una encuesta de la propia compañía reveló que casi todos sus grupos de interés la veían como una empresa anticuada, poco atractiva y conservadora, una imagen que no reflejaba el trabajo...Starting at €8.20
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BCN Brand: Selling Barcelona Around the World
Sicart, Sara; Oliver, XavierCase M-1340-EDecision Analysis, Entrepreneurship, MarketingIn just three years and with 13 employees, Pablo Caralps created BCN Brand, an up-and-coming company with a presence in eight countries and an interesting portfolio: colored sneakers, polo shirts, bathing suits, cell phone cases, sunglasses, motorcycle helmets, leather goods, bicycles and even fire extinguishers. Its goal? To convey the feeling of never-ending summer and to export the Barcelona lifestyle - a strategy that has been a resounding s...Starting at €8.20
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Visualizing Your Social Network
Ferraro, Fabrizio; Tortoriello, MarcoTechnical Note SMN-687-EStrategyThe technical note provides different options for visualizing one's social network. Drawing a picture of your social network, and of the broader social network in your company, might help you go beyond a simplistic view of what your contacts are (Who do you know?) and think about how the people in your company are connected to each other (your indirect contacts).Starting at €8.20
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Privalia: From Private Club to Fashion Brand
Fernandez Garcia-Andrade, Pablo; Oliver, XavierCase M-1330-EEntrepreneurship, Finance, StrategyThe private club (a business model pioneered by the French company Vente-privee in 2001) was the main driver of fashion e-commerce. On the one hand, it helped get rid of brands' stocks discreetly and allowed shoppers to buy heavily discounted fashion products, which they could not find online anywhere else since many brands did not use e-commerce and, in some cases, did not even have websites. These circumstances helped this type of e-commerce co...Starting at €8.20
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Siemens Employer Branding: Who Owns the Brand (A)
Oliver, Xavier; Sastre Boquet, IsaacCase M-1368-EInnovation and Change, Leadership and People Management, MarketingIn 2015, Siemens was facing a recruitment crisis. In an era in which digitization and data science were key in engineering, it found itself competing for talent against the likes of Google, Apple and Microsoft, while being perceived as a much less attractive place to work than those hotshot companies. After carrying out a survey, Siemens discovered that it was seen by nearly all stakeholders as an old-fashioned, unattractive and conservative comp...Starting at €8.20
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Samia Mazari: Building a Personal Brand
Oliver, Xavier; Sastre Boquet, IsaacCase M-1388-EKnowledge and Communication, Leadership and People Management, MarketingSamia Mazari, CEO of automotive supplier Frings Auto Parts, is about to leave her post in order to join a larger automotive group. In her 6 years has head of Frings, she's managed to turn the company around while also developing - with the help of the company's corporate communications group - a personal branding and communications strategy. The case takes a look at Samia's career before joining Frings. An accomplished engineer that emigrated fr...Starting at €8.20
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BCN Brand: Selling Barcelona Around the World - Teaching Note
Oliver, XavierTeaching Note MT-42-EDecision Analysis, Entrepreneurship, MarketingIn just three years and with 13 employees, Pablo Caralps turned BCN Brand into an up-and-coming company with a presence in eight countries and an interesting portfolio: colored sneakers, polo shirts, bathing suits, cell phone cases, sunglasses, motorcycle helmets, leather goods, bicycles and even fire extinguishers. The goal? To convey the feeling of never-ending summer and to export the Barcelona lifestyle. The strategy had been a resounding suc...Starting at €0.00
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'Employer branding' en Siemens: ¿quién lidera la marca (B)
Oliver, Xavier; Sastre Boquet, IsaacCase M-1371Innovation and Change, Leadership and People Management, MarketingEn 2015, Siemens se enfrentaba a una crisis de reclutamiento. En un momento en que la digitalización y la ciencia de datos eran claves para la ingeniería, se vio compitiendo con empresas como Google, Apple o Microsoft, mucho más atractivas para trabajar. De hecho, una encuesta de la propia compañía reveló que casi todos sus grupos de interés la veían como una empresa anticuada, poco atractiva y conservadora, una imagen que no reflejaba el trabajo...Starting at €5.74