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120 items were found using the following search criteria
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Rhetoric of Change (Spanish version)
Nohria, Nitin; Harrington, BrookeCase HBS-419S20Leadership and People ManagementDescribes the ways in which managers communicate the need to change, specifically the way in which they use vision, crisis, and transition as rhetorical strategies to mobilize change. Also discusses strategies used by those trying to resist change, setting up what may be considered a rhetorical contest that determines whether change is embraced or not.Starting at €8.20
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Media Policy - What Media Policy?
Sonnenfeld, SandiArticle HBS-94407-ELeadership and People ManagementEvery year since 1982, Naturewise Apparel has donated $400,000 to charity through its Corporate Giving Fund. This year, Dana Osborne, the founder and CEO of the children's clothing manufacturer, decided to allow each of the company's regional divisions to decide for itself where the money should go. Her goal was to include all employees in the program and to pay back the various local communities that support the company. Dana's good intentions b...Starting at €8.20
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When No News Is Good News (HBR Case Study and Commentary)
Fryer, Bronwyn; Hall, John R.; Mitroff, Ian; Cohn, Robin; Schoem, Alan H.Article HBS-R0104A-ELeadership and People ManagementFor as long as can be remembered, BestBaby Corp., a manufacturer of baby equipment and furniture, has enjoyed a solid reputation with retailers, a good track record with consumers, and a supportive relationship with stockholders. But then the child of a celebrity is injured when her stroller tips over because its brakes failed. The media go wild, and CEO Greg James finds himself in uncharted territory. The morning after the accident, Greg calls a...Starting at €8.20
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BMWFilms (Spanish version)
Moon, Youngme; Herman, KerryCase HBS-503S40MarketingJim McDowell, VP of marketing at BMW North America, is debating how to follow up the success of his latest marketing campaign, "BMWFilms." This campaign features five short films for the Internet, directed by some of the hottest young directors in Hollywood. By all indications, the nontraditional campaign has been a huge success. Now the question is, what to do for an encore?Starting at €8.20
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Launching the BMW Z3 Roadster (Spanish version)
Fournier, Susan; Dolan, Robert J.Case HBS-502S27MarketingJames McDowell, vice president of marketing at BMW North America, Inc., must design Phase II communication strategies for the launch of the new BMW Z3 Roadster. The program follows an "out-of-the-box" prelaunch campaign centered on the placement of the product in the November 1996 James Bond hit movie, "GoldenEye", and including other "nontraditional" elements such as a product appearance on Jay Leno's Tonight Show, an offering of a Bond Edition ...Starting at €8.20
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Lessons from 9/11 (Spanish version)
Argenti, PaulArticle HBS-R0212HLeadership and People ManagementMaintain high levels of visibility so that employees are certain of top management's command of the situation and concern; establish contingency communication channels and work sites; strive to keep employees focused on the business itself, because a sense of usefulness enhances morale and good morale enhances usefulness; and ensure that employees have absorbed the firm's values, which will guide them as they cope with the unpredictable.Starting at €8.20
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How Presidents Persuade (Spanish version)
Gergen, David; Morse, GardinerArticle HBS-F0301DLeadership and People ManagementDavid Gergen, adviser to presidents Nixon, Ford, Reagan, and Clinton, knows a thing or two about how leaders get their messages across. In this edited e-mail interview with HBR's Gardiner Morse, Gergen discusses the power of persuasion and the theatrics of communicating well.Starting at €8.20
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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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How to Pitch a Brilliant Idea (Spanish version)
Elsbach, Kimberly DArticle HBS-R0309JLeadership and People ManagementComing up with creative ideas is easy; selling them to strangers is hard. Entrepreneurs, sales executives, and marketing managers often go to great lengths to demonstrate how their new concepts are practical and profitable--only to be rejected by corporate decision makers who don't seem to understand the value of the ideas. Why does this happen? Having studied Hollywood executives who assess screenplay pitches, the author says the person on the r...Starting at €8.20
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Blogger in Their Midst (HBR Case Study and Commentary)
Suitt, Halley; Weinberger, David; Samuelson, Pamela; Motameni, Erin; Ozzie, RayArticle HBS-R0309A-EMarketingIt 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