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Thriving With the Crowd: Marketing With (and Against) the New Influence Peddlers
Joshua Bellin; Paul F. NunesArticle IVEY-9B13TD01-EMarketingMarketers face new challenges in the era of crowdsourced opinions, where sites like TripAdvisor and Yelp allow consumers to share opinions that may contradict marketing messages. This article identifies ten sources of influence that can sway consumers, four of which (social networks, opinion aggregators, recommendation engines, and price comparison services) have only gained prominence recently. With the shift from traditional marketing channels ...Starting at €8.20
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Boldly Going Digital
Paul F. Nunes; Vedrana SavicArticle IVEY-9B17TB04-EStrategyCompanies worldwide spent US$1 trillion on digital technology in 2016. Unfortunately, for many businesses, this investment is not corresponding with financial returns. While some companies excel at adopting innovative digital technologies, many are only achieving incremental business improvements. Organizations need to radically rethink their approaches and develop bold digital strategies to harness technologies and unlock new sources of growth. ...Starting at €8.20
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Let’s Get Digitally Physical
Omar Abbosh; Paul F. Nunes; Vedrana SavicArticle IVEY-9B17TE02-EStrategyFor many companies, peak condition is sustained through digital fitness—an ability to invest in and innovate using digital technologies. However, Accenture research has found that many companies are not actively building their digital muscles, even when they are in a strong financial position. When we examined the financial and digital performance of over 300 global companies, we found one category of business that was surprisingly strong on fina...Starting at €8.20
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Digital China Holdings Limited: Managing the Transition from a Product-oriented to a Service-oriented Company
McFarlan, F. Warren; Chen, Guoqing; Reimers, Kai; Guo, XunhuaCase HBS-307093-ELeadership and People ManagementDigital China is the largest Chinese independent systems integrator (IBM and HP are larger). Describes their history and their current strategy and invites the student to advise them as to how they should continue to grow in the future. This is the closest China currently has to Infosys and their 7,700-person company is a very interesting, and today, a largely unknown organization outside of China.Starting at €8.20