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Rethinking the Funnel for the Omnichannel Age
D'Andrea, GuillermoArticle ART-3121-EMarketing, Service and Operations ManagementWearables, self-driving cars, AI displacing people who will spend less time working and more time searching for memorable experiences to share on social media. These trends are already triggering a seismic shift in consumer patterns toward a constantly connected and engaged omnichannel model. From his research on retail sector trends and the challenges posed by digitization, the author offers a series of tips so that brands and businesses can ada...Starting at €8.20
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El futuro del consumo
D'Andrea, GuillermoArticle ART-3121Marketing, Service and Operations ManagementEl usuario del futuro vivirá pegado a la "tecnología ponible" -los wearables-, se moverá en coches autónomos y dedicará menos horas al trabajo. Ello ha modificado el patrón de consumo, que ahora es omnicanal. A partir de sus investigaciones sobre la evolución del sector minorista y los desafíos que supone la digitalización, Guillermo D'Andrea ofrece una serie de pistas para que las marcas y los comercios puedan adaptarse al consumidor del ...Starting at €8.20
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El arte de elegir y ser elegido
Iyengar, SheenaArticle ART-2452Decision Analysis, Marketing, Service and Operations ManagementActualmente nos vemos obligados a tomar más decisiones que nunca y lo hacemos, además, sin guion. Este artículo, basado en las investigaciones de la autora sobre cómo elegimos, origen de su libro El arte de elegir, apunta los pasos para hacerlo bien. Se trata de contrarrestar las limitaciones de nuestras capacidades cognitivas para sacar el máximo provecho con el menor esfuerzo. Esto le beneficiará como líder, pero también saldrán ganando ...Starting at €8.20
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Kalahut: Where is Art and Culture Needed Most
Alexandre Salmon; Nikhil Sant; Talissa Watson; Natalie Shields; Deeksha Neekhra; Aderimike Lala; Matthew ThomsonCase IVEY-9B21A013-EMarketingKalahut: The House of Arts (Kalahut) was an Indian e-commerce site that connected instructors specialized in traditional Indian arts and cultural forms with customers interested in these services. Since its launch in July 2020, it had mainly served customers in India; however, it had also seen modest engagement on social media platforms and its website from individuals outside of the current customer pool. As the COVID-19 pandemic had resulted in...Starting at €8.20
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www.dhonuk.com - Marketing Art in an Emerging Market
S. Ramesh Kumar; Shamit BagchiCase IVEY-9B11A019-EMarketingShamit Bagchi, owner of the online art company Dhonuk, recognized that art was a niche market in India. He wanted to utilize psychographics in order to better understand art buyers and properly position his company, so he undertook a survey of art consumers’ behaviour. He believed that through selecting the appropriate demographic segments, analyzing his competition, and using the behavioural insights of the survey, he could create the proper pla...Starting at €8.20
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El difícil arte de regular el uso de las redes
Káganer, Evgeny; Vaast, EmmanuelleArticle ART-1967Information Technologies, MarketingLas organizaciones suelen regular el uso de los medios sociales por parte de sus empleados mediante políticas formales. Este artículo se basa en un estudio que analiza las de 40 organizaciones de distintos sectores y países en relación a una amplia variedad de herramientas y usos de los medios sociales. Los autores identifican 18 temas recurrentes, que pueden clasificarse en tres categorías: los que abordan la reducción de riesgos, los que establ...Starting at €8.20
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Arts & Crafts
Mark B. Vandenbosch; Nick KuzykCase IVEY-9B08A011-EEntrepreneurship, MarketingThe vice-president of marketing at Arts & Crafts was reflecting on the company's extremely successful year in the music business. New artists had been added to the company's roster, experiments with digital releases and marketing campaigns had been successful, and plenty of international licensing opportunities were emerging. In addition, one of the company's artists, Leslie Feist, had received multiple music awards. On the other hand, the music ...Starting at €8.20
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Art of Designing Markets
Roth, Alvin E.Article HBS-R0710G-EMarketingTraditionally, markets have been viewed as simply the confluence of supply and demand. But to function properly, they must be able to attract a sufficient number of buyers and sellers, induce participants to make their preferences clear, and overcome congestion by providing both enough time to make choices and a speedy means of registering them. Solutions to these challenges are the province of market design--a blend of game theory and experiment...Starting at €8.20
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El arte de diseñar mercados
Roth, Alvin E.Article HBS-R0710GMarketingTradicionalmente, los mercados se han visto simplemente como la confluencia de la oferta y la demanda. Pero para que funcione correctamente, deben ser capaces de atraer un número suficiente de compradores y vendedores, inducir a los participantes a hacer claras sus preferencias, y superar la congestión, proporcionando tanto el tiempo suficiente para tomar decisiones rápidas y un medio de registrarlos. Las soluciones a estos retos son la provincia...Starting at €8.20
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Barbara Krakow Gallery (B): Art and the Pandemic
Alvarez, Jose B.; Lane, DavidCase HBS-521031-EMarketingUpdates (A) case by describing the early impact of the Covid-19 pandemic on the art market, the renaming of the gallery as the Krakow Witkin Gallery, and the response of its partners and staff to the pandemic.Starting at €5.74