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BBVA: una estrategia de comunicación diferente
Plaza, Salvador; Villoch, Ignacio; Pin Arboledas, José Ramón; Stein, GuidoCase M-1272Entrepreneurship, Knowledge and CommunicationEl departamento de comunicación del BBVA, comandado por Gregorio Panadero, decide apostar por el branded content como forma de expandir la imagen de la compañía. Iniciativas como dar nombre a competiciones deportivas (la Liga), patrocinio de competiciones deportivas de talla mundial (la NBA), la producción de una webserie o de una película resultarán ejemplos de lo que se ha hecho hasta ahora. Gregorio Panadero estaba contento con el desarrollo d...Starting at €8.20
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BBVA: A Different Communication Strategy
Plaza, Salvador; Villoch, Ignacio; Pin Arboledas, José Ramón; Stein, GuidoCase M-1272-EEntrepreneurship, Knowledge and CommunicationBBVA's communications department, led by Gregorio Panadero, decided to get involved with branded content as a way of spreading the company's image. Initiatives including lending its name to sports competitions (The League), sponsorship of world-class sports competitions (the NBA), and production of a web series and movie serve as examples to date. Gregorio Panadero was pleased with the development of this new way of communicating. However, at the...Starting at €8.20
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Tales of Life-changing Innovations: Without Cutting In ' Note on the Development of Endoscopy (through the 1990s)
Bhide, Amar V.; Datar, Srikant M.; Stebbins, KatherineCase HBS-321061-EStrategyStarting at €8.20
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Tales of Life-changing Innovations: Beyond traditional X-rays ' Note on the Development of Computed Tomography (through the 1990s)
Bhide, Amar V.; Datar, Srikant M.; Stebbins, KatherineCase HBS-321055-EStrategyStarting at €8.20
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Tales of Life-changing Innovations: Early Detection, Precise Diagnoses ' Note on the Development of Mammography (though 2000)
Bhide, Amar V.; Datar, Srikant M.; Stebbins, KatherineCase HBS-321064-EKnowledge and CommunicationStarting at €8.20
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Tales of Life-changing Innovations: Eradicating H-Pylori Infections ' Note on the Development of Antibiotic Treatments for Ulcers
Bhide, Amar V.; Datar, Srikant M.; Stebbins, KatherineCase HBS-321053-EStrategyStarting at €8.20
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Tales of Life-changing Innovations: Controversial Blockbuster ' Note on the Development of Prozac (through 1999)
Bhide, Amar V.; Datar, Srikant M.; Stebbins, KatherineCase HBS-321057-EKnowledge and CommunicationStarting at €8.20
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Tales of Life-Changing Innovations: Fighting Hospital Infections ' Note on the Development of Cephalosporins (through 2000)
Bhide, Amar V.; Datar, Srikant M.; Stebbins, KatherineCase HBS-321059-EKnowledge and CommunicationStarting at €8.20
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Tales of Life-changing Innovations: Reducing Breast Cancer Risks ' Note on the Development of Tamoxifen (through 1999)
Bhide, Amar V.; Datar, Srikant M.; Stebbins, KatherineCase HBS-321058-EKnowledge and CommunicationStarting at €8.20
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Tales of Life-changing Innovations: High Quality and Radiation Free ' Note on the Development of Magnetic Resonance Imaging (through the 1990s)
Bhide, Amar V.; Datar, Srikant M.; Stebbins, KatherineCase HBS-321056-EKnowledge and CommunicationStarting at €8.20