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Storytelling That Moves People (Spanish version)
McKee, Robert; Fryer, BronwynArticle HBS-R0306BStrategyWhen executives need to persuade an audience, most try to build a case with facts, statistics, and some quotes from authorities. In other words, they resort to "companyspeak," the tools of rhetoric they have been trained to use. In this conversation with HBR, Robert McKee, the world's best-known screenwriting lecturer, argues that executives can engage people in a much deeper--and ultimately more convincing--way if they toss out their PowerPoint ...Starting at €8.20
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Uncovering Hidden Value in a Midsize Manufacturing Company (Spanish version)
Ashton, James E.; Cook, Frank X., Jr.; Schmitz, PaulArticle HBS-R0306HStrategyThis article includes a one-page preview that quickly summarizes the key ideas and provides an overview of how the concepts work in practice along with suggestions for further reading. If you run a midsize manufacturing business, you may be familiar with that anxious sense of being left behind. At every turn, someone is pushing you to jump onto the latest strategic bandwagon before it's too late. But no matter how great the hot, new strategy migh...Starting at €8.20
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Blogger in Their Midst (HBR Case Study and Commentary) (Spanish version)
Suitt, Halley; Weinberger, David; Samuelson, Pamela; Motameni, Erin; Ozzie, RayArticle HBS-R0309AMarketingIt was five minutes before show time, and only 15 people had wandered into the conference room to hear Lancaster-Webb CEO Will Somerset introduce the company's latest line of surgical gloves. More important, sales prospect Samuel Taylor, medical director of the Houston Clinic, had failed to show. Will walked out of the ballroom to steady his nerves and noticed a spillover crowd down the hall. He made a "What's up?" gesture to Judy Chen, Lancaster...Starting at €8.20
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Quest for Resilience (Spanish version)
Hamel, Gary; Valikangas, LiisaArticle HBS-R0309CStrategyIn less turbulent times, executives had the luxury of assuming that business models were more or less immortal. Companies always had to work to get better, but they seldom had to get different--not at their core, not in their essence. Today, getting different is the imperative. It's the challenge facing Coca-Cola as it struggles to raise its "share of throat" in noncarbonated beverages. It's the task that bedevils McDonald's as it tries to restar...Starting at €8.20
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Fruitful Flaws of Strategy Metaphors (Spanish version)
Von Ghyczy, TihamerArticle HBS-R0309FStrategyThe business world is rife with metaphors these days, as managers look to other disciplines for insights into their own challenges. And metaphors can--despite their somewhat flaky image--be powerful catalysts for generating new business strategies. But metaphors are often improperly used, their potential left unrealized. We tend to look for reassuring parallels in business metaphors instead of troubling differences, the author contends. In fact, ...Starting at €8.20
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Mind Your Pricing Cues (Spanish version)
Anderson, Eric; Simester, DuncanArticle HBS-R0309GMarketingFor most of the items they buy, consumers don't have an accurate sense of what the price should be. Research shows that consumers' knowledge of the market is so far from perfect that it hardly deserves to be called "knowledge" at all. Yet, people happily buy products every day. Is this because they don't care what kind of deal they're getting? No. Remarkably, it's because they rely on retailers to tell them whether they're getting a good price. I...Starting at €8.20
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Marketing Myopia (Spanish version)
Levitt, TheodoreArticle HBS-R0407LStrategyAt some point in its development, every industry can be considered a growth industry, based on the apparent superiority of its product. But in case after case, industries have fallen under the shadow of mismanagement. What usually gets emphasized is selling, not marketing. This is a mistake, because selling focuses on the needs of the seller, whereas marketing concentrates on the needs of the buyer. In this widely quoted and anthologized articl...Starting at €8.20
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Tapping the Power of Analogy (Spanish version)
Gavetti, Giovanni; Rivkin, Jan W.Article HBS-R0504CStrategyRecognize the analogy and identify its purpose; thoroughly understand its source; determine whether the resemblance is more than superficial; and decide whether the original strategy, properly translated, will work in the target industry.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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Defeating Feature Fatigue (Spanish version)
Rust, Roland T.; Thompson, Debora Viana; Hamilton, Rebecca W.Article HBS-R0602EMarketingmaximizing the net present value of the typical customer's profit stream. The authors also advise companies to build simpler products, help consumers learn which products suit their needs, develop products that do one thing very well, and design market research in which consumers use actual products or prototypes.Starting at €8.20