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IESE (España)
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Barman: The Amazon Opportunity
Javier Pijoan; Villanueva, Julian; Balmaseda, CarmenCase M-1383-EInnovation and Change, Marketing, StrategyBarman was one of the four leading players in the spirits industry. Due to the pressure of sales and objectives, the commercial directors of some countries, such as the Netherlands, Belgium, or Germany, had decided to establish business relationships with the prominent e-commerce clients, among others, Amazon. The result was a boost in sales in the last two years. Spain, however, had not entered Amazon until then. In the last business review with...Starting at €8.20
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Primark: nubes en el horizonte?
Villanueva Galobart, Julián; Nueno, José Luis; Balmaseda, CarmenCase M-1386Entrepreneurship, Innovation and Change, MarketingCon unas ventas globales de aproximadamente $1,750 mil millones en 2018, la distribución de moda era uno de los sectores más grandes a nivel mundial. En la década de los 80, una nueva estrategia de fabricación llamada "respuesta rápida" (Quick Response, QR) revolucionó el sector; esta estrategia reducía el plazo de entrega de los pedidos y fue evolucionando hasta convertirse en el modelo de negocio de "moda rápida" (Fast Fashion, FF). Sin embargo...Starting at €8.20
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Oltre Venture: la revolución del impacto (B)
Beccarini, Irene; Herrera, Ángela; Ferraro, Fabrizio; Liechtenstein, HeinrichCase SM-1670Entrepreneurship, Finance, StrategyEste caso describe la start-up y los primeros pasos de una nueva empresa de inversión de impacto de Italia: Oltre Venture. Oltre Venture, que se define a sí misma como una empresa de "capital riesgo social", había sido una de las pioneras en la inversión de impacto en Europa, con un primer fondo de inversión de ocho millones de euros y la recaudación de 29 millones para el segundo. Fundada por profesionales con muchos años de experiencia en el ám...Starting at €5.74
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UX: Creating the Best User Experience
Ferrándiz, Luis; Villanueva, Julian; Balmaseda, CarmenTechnical Note MN-401-EInformation Technologies, MarketingUser Experience is the interaction process between a user and a brand's website or application, which leads to a sense or impression of it. This process includes both discovering and all the phases of getting to know the brand, interacting with the digital plane, the issues that arise during the purchase stage, and the perception created.Starting at €8.20
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Oltre Venture: The Impact Revolution (A) and (B)
Beccarini, Irene; Herrera, Ángela; Ferraro, Fabrizio; Liechtenstein, HeinrichTeaching Note SMT-122-EEntrepreneurship, Finance, StrategyThis case describes the start-up and early operation of a novel impact investing firm in Italy: Oltre Venture. Oltre Venture, which defines itself as a "social venture capital" firm, had been among the pioneers of impact investing in Europe, investing ¿8 million in its first fund, and raising ¿29 million for its second one. Founded by professionals with many years of corporate and private equity experience, Oltre Venture had developed a unique ha...Starting at €0.00
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E-Public Relations
Villanueva, Julian; Ferrándiz, Luis; Balmaseda, CarmenTechnical Note MN-402MarketingEl concepto de relaciones públicas digitales es relativamente reciente y se define como el uso estratégico y planeado de herramientas y tecnologías basadas en Internet y en los nuevos medios, para construir y mantener un diálogo (comunicación bidireccional) entre la organización y sus públicos. La función de las relaciones públicas (RR. PP.), tal y como la conocíamos, se enfrenta a un nuevo desafío: adaptarse adecuadamente a las nuevas exigencia...Starting at €8.20
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UX: creando la mejor experiencia del usuario
Ferrándiz, Luis; Villanueva, Julian; Balmaseda, CarmenTechnical Note MN-401Information Technologies, MarketingUser Experience o experiencia de usuario es el proceso de interacción entre un usuario y una página web o aplicación de una marca, lo que genera una sensación o impresión de esta. Dicho proceso incluye tanto el descubrimiento como las fases de conocimiento de la marca, la interacción con el plano digital, las cuestiones que surgen durante la etapa de compra y la percepción que se ha ido creando.Starting at €8.20
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Oltre Venture: The Impact Revolution (B)
Beccarini, Irene; Herrera, Ángela; Ferraro, Fabrizio; Liechtenstein, HeinrichCase SM-1670-EEntrepreneurship, Finance, StrategyThis case describes the start-up and early operation of a novel impact investing firm in Italy: Oltre Venture. Oltre Venture, which defines itself as a "social venture capital" firm, had been among the pioneers of impact investing in Europe, investing ?8 million in its first fund, and raising ?29 million for its second one. Founded by professionals with many years of corporate and private equity experience, Oltre Venture had developed a unique ha...Starting at €5.74
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Oltre Venture: The Impact Revolution (A)
Beccarini, Irene; Herrera, Ángela; Ferraro, Fabrizio; Liechtenstein, HeinrichCase SM-1669-EEntrepreneurship, Finance, StrategyThis case describes the start-up and early operation of a novel impact investing firm in Italy: Oltre Venture. Oltre Venture, which defines itself as a "social venture capital" firm, had been among the pioneers of impact investing in Europe, investing ?8 million in its first fund, and raising ?29 million for its second one. Founded by professionals with many years of corporate and private equity experience, Oltre Venture had developed a unique ha...Starting at €8.20
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Introduction to Martech
Ferrándiz, Luis; Villanueva, Julian; Sánchez, Alberto; Balmaseda, CarmenTechnical Note MN-409-EInformation TechnologiesMartech, also known as marketing technology, is a term used to refer to the set of software tools and other tech assets which organizations use to optimize the planning, implementation, and measurement of marketing campaigns and/or to efficiently manage their customers. This concept emerged from the shift in consumer behavior in the new digital age. Millennials and Gen-Z are hyperconnected consumers with an increasing purchasing power who shop in...Starting at €8.20