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IESE (España)
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Coca Cola Spain: Branding 2.0
Villanueva, Julian; Ziskind, Julie Michelle; Armelini, GuillermoCase M-1269-EKnowledge and Communication, MarketingThe case analyzes Coca-Cola Spain's use of social media and Web 2.0 to reach audiences that are no longer tuning in to mass media. It also discusses the similarities and differences between various social media platforms and the ongoing evolution of online marketing.Starting at €8.20
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Coca Cola España: Branding 2.0
Villanueva, Julian; Ziskind, Julie Michelle; Armelini, GuillermoCase M-1269Knowledge and Communication, MarketingEl caso analiza el uso que Coca-Cola España hace de los medios de comunicación social y de la Web 2.0 para llegar a un público que ya no sintoniza con los medios de comunicación de masas. También trata el desarrollo actual del marketing online y las similitudes y diferencias que existen entre diversas plataformas de medios sociales.Starting at €8.20
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The Responsible Investing Landscape: From SRI Through ESG to IMPACT
Ferraro, Fabrizio; Pathak, RichaTechnical Note SMN-704-EFinance, StrategyThis note offers a concise overview of the responsible investing landscape, starting from its historical roots in socially responsible investing, and the recent explosive growth of ESG and Impact Investing. The note provides an introduction to this field, identifying the key actors and the role they are playing, but also explaining the core ESG investment strategies, their advantages and shortcomings.Starting at €8.20
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The Dream Team (B): Second term as a milestone
Pathak, Richa; Ribera, AlbertoCase DPO-235-ELeadership and People ManagementThis is part B of a case that narrates the story of two teams within the MBA class. The incidents described in this part occur in the second term of the MBA. The case is intended for focusing on developing team-building skills, to discuss how the members could have approached stressful situations in better ways.Starting at €5.74
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Adding Social Media to the Marketing Mix
Armelini, Guillermo; Villanueva Galobart, JuliánArticle ART-1968-EMarketingSocial media have rapidly gained share and attention among all kinds of consumers and companies, often at the expense of traditional media. Companies have started to redefine key aspects of their marketing mix. With advertising and online word of mouth competing for shrinking marketing budgets, many companies regard having an active presence in social media as a viable alternative to traditional advertising. Yet the authors believe this would be ...Starting at €8.20
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Peer Coaching
Grasl, Andrea; Pathak, Richa; Ribera, AlbertoTechnical Note DPON-99Leadership and People ManagementStarting at €8.20
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The Dream Team (C): The final straw
Pathak, Richa; Ribera, AlbertoCase DPO-236-ELeadership and People ManagementThis is part C of a case that narrates the story of two teams within the MBA class. The incident described in this part occurs in the third term of the MBA and marks a turning point in the team dynamics. The case is intended for focusing on developing team-building skills, to discuss how the members could have approached stressful situations in better ways.Starting at €5.74
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Análisis del mercado del software de código abierto
Armelini, Guillermo; Miralles, Francesc; Valor Sabatier, JosepTechnical Note SIN-50Information Technologies, Knowledge and CommunicationEl objetivo de esta nota es analizar el mercado que se ha generado alrededor del software de código abierto. La falta de homogeneidad, tanto por parte de la oferta como por parte de la demanda, obliga a disponer de marcos adicionales que faciliten el análisis. En este trabajo se ha utilizado el modelo de la cadena de valor "on-line". Con la aplicación de ese marco de análisis se intenta explicar la posición de las empresas en este nuevo contexto,...Starting at €8.20
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The Dream Team: A Recurring Story
Pathak, Richa; Ribera, AlbertoCase DPO-233-ELeadership and People ManagementThis case narrates the story of two teams within the MBA class. These two teams faced some stressful situations and the members approached them in different ways. The case is intended for a discussion on how the members could have better approached these situations, such as by focusing on the development of cooperative habits and interpersonal and team-building skills.Starting at €8.20
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Redes sociales: únete a la conversación
Armelini, Guillermo; Káganer, Evgeny; Soumitra, Dutta; Vaast, Emmanuelle; Vaccaro, Antonino; Villanueva Galobart, JuliánDossier DOS-9Business Ethics and Corporate Social Responsibility, Information Technologies, Marketing, StrategyEmpleados, clientes y competidores ya están hablando en las redes. ¿Qué se puede hacer para no quedarse fuera de juego?Starting at €15.00