This website uses technical, customisation and analytical cookies, both first-party and third-party, to anonymously facilitate browsing and analyse statistics on use of the website. Learn more
Search results
-
Tu producto no entra en una categoría clara. ¡Cambia la forma de explicarlo!
Boulongne, RomainArticle 75541Marketing, Strategy¿Qué sucede en el cerebro al juzgar un producto nuevo difícil de definir? Romain Boulongne explica cómo funcionan los procesos de categorización para que decidas si es mejor indicar qué tipo de producto estás vendiendo; para qué sirve o a qué se parece.Starting at €8.20
-
When the product offer isn't clear, change the way people think about it
Boulongne, RomainArticle 75531StrategyIf your potential customers are scratching their heads, consider "priming" them with a goal to accomplish. Goal prompts, along with analogies and prototypes, can help position your products strategically, according to IESE’s Romain Boulongne.Starting at €8.20
-
Nikon
Boulongne, Romain; Samila, Sampsa; Singh, Parul; Wehrheim, DavidCase SM-1741-EStrategyThis case describes Nikon's competitive strategy in the imaging business area and provides a comprehensive description of Nikon's competitive environment. The case also discusses Nikon's model of value creation and value capture as well as the different areas of growth for Nikon given the constraints related to industry structure.Starting at €8.20