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
-
El marketing puede cambiar el mundo
Quelch, John A.; Jocz, Katherine E.Article ART-1540MarketingLa erosión de la confianza en la política responde en parte a algunas prácticas perniciosas de las que se suele culpar al marketing. Los autores explican los principios que sustentan el buen marketing e invitan a los directivos a hacerlos suyos para beneficiar a consumidores e instituciones sociales. Aplicándolos, pueden contribuir enormemente a restaurar el significado original del concepto de ciudadanía e impulsar, de paso, la democracia.Starting at €8.20
-
Six Ways Marketing Can Change the World
Jocz, Katherine E.; Quelch, John A.Article ART-1540-EMarketingThe erosion of public trust in politics is partly due to some bad practices for which marketing is frequently blamed. By exposing the principles underlying good marketing, the authors show how managers can practice marketing that benefits consumers and social institutions. Doing so could go a long way toward restoring a sense of citizenship and also help democracy flourish in the process.Starting at €8.20
-
Cuando la crisis no es sólo económica
Arruñada, BenitoArticle ART-1602Business Ethics and Corporate Social Responsibility, EconomicsEn España los indicadores de confianza están bajo mínimos, no tanto por la crisis económica como por la incapacidad del país para introducir reformas estructurales. El autor considera dos hipótesis, en parte complementarias, según las cuales el problema se situaría en las instituciones y/o en los valores. La hipótesis del déficit institucional sugiere que el sistema político traduce mal las preferencias de los ciudadanos en acciones de reforma. S...Starting at €8.20
-
Las compras preceden a la confianza en la tienda
Castaldo, SandroArticle ART-1601Business Ethics and Corporate Social Responsibility, MarketingRestaurar la confianza del consumidor sigue siendo para los distribuidores minoristas, como para muchos otros negocios, una tarea ardua. El aumento de los productos de marca propia ayuda, pues crea una nueva reputación e identidad. Antes se creía que los consumidores compraban estas gangas porque confiaban en la tienda. Pero desde que estos productos han ganado en calidad, hasta el punto de medirse con las marcas principales del mercado, asistimo...Starting at €8.20
-
Runaway Capitalism
Meyer, Christopher; Kirby, JuliaArticle HBS-R1201C-EEconomicsCapitalism remains the most powerful, flexible, and robust system for driving broad-based prosperity and enhancing quality of life. But keeping capitalism on track will depend on our ability to rethink the priorities that guide everyone in the system, from entrepreneurs to regulators to investors. In particular we will need to throttle back the headlong pursuits of competition and ROE, and that process begins with recognizing them for what they a...Starting at €8.20
-
Royal Bhutan Airlines — Drukair
Ron MulhollandCase IVEY-9B12A030-EMarketing, StrategyThe chief executive officer of Royal Bhutan Airlines (Drukair) is concerned about growth and the seasonality of demand for Bhutan’s national airline. The Kingdom of Bhutan, with a population of approximately 700,000, is located east of Nepal between India and China (Tibet). It has recently embarked on a program of modernization, including a move to democracy and promotion of tourism. The tourism initiative is described as “high value, low volume,...Starting at €8.20
-
The Economics of Well-Being
Fox, JustinArticle HBS-R1201D-EGross domestic product has long been the chief measure of national success. But there's been a lot of talk lately about changing that, from economists and world leaders alike. GDP is under siege for three main reasons. First, it is flawed even on its own terms: It misses lots of economic activity (unpaid household work, for example) and, as a single-number representation of vast, complex systems, is inevitably skewed. Second, it fails to account ...Starting at €8.20
-
Ana by Karma: One Scarf, One Hope
Lei Li; Sophie Fei ZhuCase IVEY-9B17M062-EEntrepreneurship, StrategyIn 2014, a Hong Kong-based chartered accountant inadvertently started a social enterprise called Ana by Karma. The initial intent of helping an illiterate Bhutanese woman soon evolved into a journey to empower women in Bhutan to use their creative talents to become financially independent. As a result of her own charming personality and communication skills, the chartered accountant mobilized a team of volunteers to promote scarves that were hand...Starting at €8.20
-
Taking on the Mob
IESE InsightArticle ART-1973-EKnowledge and CommunicationCompanies come under many types of external pressure, which may cross the line of what is considered ¿legal.¿ Corruption takes various forms and can happen anywhere. Many of the lessons learned from the Addiopizzo example can be applied universally.Starting at €8.20
-
Passport to Global Success
IESE InsightArticle ART-2591-EKnowledge and Communication, Leadership and People Management, Marketing, StrategyPlus: Time Warner's Jeff Bewkes on net neutrality; contract negotiation time; local digital marketing; preparing for an executive role; reasons for optimism in Spain; greenwashing; three powerful remedies to restore justice for organizational wrongdoing.Starting at €8.20