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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
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Think of Start-ups as Shots on Goal
Litan, Robert E.Article HBS-F1206E-EEntrepreneurshipEconomists disagree over whether the U.S. can keep driving the productivity gains that lead to higher incomes. To learn whether we're on track or in trouble, we should look at the number of business starts.Starting at €8.20
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Why Innovation in Health Care Is So Hard (Spanish version)
Herzlinger, Regina E.Article HBS-R0605BStrategyplayers--the friends and foes who can bolster or destroy; funding--the revenue-generation and capital-acquisition processes, which differ from those in other industries; policy--the regulations that pervade the industry; technology--the foundation for innovations that can make health care delivery more efficient and convenient; customers--the empowered and engaged consumers of health care; and accountability--the demand from consumers, payers, a...Starting at €8.20
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The Five Competitive Forces That Shape Strategy (Spanish version)
Porter, Michael E.Article HBS-R0801EStrategyIn 1979, a young associate professor at Harvard Business School published his first article for HBR, "How Competitive Forces Shape Strategy." In the years that followed, Michael Porter's explication of the five forces that determine the long-run profitability of any industry has shaped a generation of academic research and business practice. In this article, Porter undertakes a thorough reaffirmation and extension of his classic work of strateg...Starting at €8.20
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The Looming Challenge to U.S. Competitiveness
Porter, Michael E.; Rivkin, Jan W.Article HBS-R1203B-EStrategyAlthough the U.S. retains profound competitive strengths--for instance, in higher education and entrepreneurship--those strengths are increasingly threatened by weaknesses in areas such as the tax code, basic education, macroeconomic policies, and regulation. Steps to reverse the loss will require a new focus by government and business leaders.Starting at €8.20
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Choosing the United States
Porter, Michael E.; Rivkin, Jan W.Article HBS-R1203F-EStrategyA location decision is, in many respects, a referendum on a nation's competitiveness. When a company decides, say, to build a new plant in China rather than in the United States, it is effectively voting on the question of which country can best enable its success in the global marketplace. Over the past three decades, business activities have become increasingly mobile, and more and more countries have become viable contenders for them. But new ...Starting at €8.20
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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
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Strategic Insight in Three Circles
Urbany, Joel E.; Davis, James H.Article HBS-F0711E-EStrategyExecutives can delineate their corporate strategy with three simple circles: one for what customers value, one for how customers perceive the company's offerings, and one for how customers perceive competitors' offerings. The overlap (or lack thereof) will provide valuable insights.Starting at €8.20
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Creating Shared Value (Spanish version)
Porter, Michael E.; Kramer, Mark R.Article HBS-R1101CStrategyby reconceiving products and markets, redefining productivity in the value chain, and building supportive industry clusters near their locations. A number of leading firms have already embarked on such initiatives. Nestle, for example, redesigned its coffee procurement, providing small, impoverished farmers advice on agricultural practices; helping them secure plant stock, fertilizers, and pesticides; and paying them a premium for better beans. ...Starting at €8.20
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How to Solve the Cost Crisis in Health Care (Spanish version)
Kaplan, Robert S.; Porter, Michael E.Article HBS-R1109BLeadership and People ManagementU.S. health care costs currently exceed 17% of GDP and continue to rise. One fundamental reason that providers are unable to reverse the trend is that they don't understand what it costs to deliver patient care or how those costs compare with outcomes. To put it bluntly, few health care providers measure the actual costs for treating a given patient with a given medical condition over a full cycle of care, or compare the costs they incur with the...Starting at €8.20