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La conducta del consumidor, ejercicio (E)
Deighton, John; Fournier, SusanCase HBS-503S23MarketingLos estudiantes son instruidos para entrevistar a un comprador reciente de un producto de alta implicación o servicio en profundidad acerca de su / sus experiencias de propiedad y uso. El ejercicio proporciona a los estudiantes la comprensión de primera mano de conceptos importantes en el consumo de dominio (por ejemplo, la satisfacción del cliente, significado del producto, lealtad a la marca).Starting at €5.74
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With Big Data Comes Big Responsibility
Pentland, Alex "Sandy"; Berinato, ScottArticle HBS-R1411E-EInformation TechnologiesBig data and the "internet of things" promise revolutionary change to management and society. But their success rests on the assumption that all the data being generated by internet companies and devices scattered across the planet belongs to the organizations collecting it. Pentland suggests that companies don't own the data, and that without rules defining who does, consumers will revolt, regulators will swoop down, and the internet of things w...Starting at €8.20
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To Stop Bad Behavior, Display a Virtuous Quote
Desai, Sreedhari; Berinato, ScottArticle HBS-F1601B-ENew studies reveal that symbols and sayings that broadcast your morality may shield you from being asked to do something unethical.Starting at €8.20
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Demand Media
Deighton, John; Kornfeld, LeoraCase HBS-511043-EMarketingGoogle search had helped Demand Media grow to be a $1.9 billion online publisher. Then, social media and smartphone apps began to change the way people navigated the Internet. How should Demand Media respond? The business ran on a radically new model in which a stable of 10,000 freelance contributors supplied content, the Internet's search engines brought it 75 million readers each month, and advertising generated revenue. It took the guesswork o...Starting at €8.20
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Anticipating Pain Is Worse Than Feeling It
Story, Giles; Berinato, ScottArticle HBS-F1403D-ELeadership and People ManagementIn a new study, subjects chose to experience a higher electric shock immediately over waiting a while to experience a milder shock--indicating that dread may be a powerful negative force.Starting at €8.20
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Mindfulness Is Demotivating
Hafenbrack, Andrew; Berinato, ScottArticle HBS-F1901B-EThough the research on meditation and mindfulness is almost universally positive, a new study points to a potential downside of being present in the moment: A significant decrease in motivation. Yet, surprisingly, the inspirational dip appeared to have no impact on task performance.Starting at €8.20
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The Early Bird Really Does Get the Worm
Randler, Christoph; Berinato, ScottArticle HBS-F1007E-ELeadership and People ManagementA survey by biologist Christoph Randler reveals that morning people are more proactive than evening people. That makes them more likely to succeed, especially since corporate schedules are geared to their peak performance hours. Though evening people may be more intelligent and more creative, when it comes to the business world, morning people hold the important cards.Starting at €8.20
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Sometimes, Less Innovation Is Better
Aversa, Paolo; Berinato, ScottArticle HBS-F1703B-EEntrepreneurshipIf your industry is in turmoil, your instinct might be to double down on innovation so that your firm can get ahead of all the change. But new research from a team led by a professor from City University of London suggests you might want to hold off. Its study of innovation in Formula 1 racing showed that when car technologies were undergoing rapid shifts, the teams that produced very basic vehicles outperformed the rest.Starting at €8.20
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Powerful People Are Better Liars
Carney, Dana; Berinato, ScottArticle HBS-F1005F-ELeadership and People ManagementAccording to studies done by Dana Carney of Columbia Business School, powerful people are better liars. The stress of lying produces involuntary physiological reactions-such as half shrugs, rapid speech, and cognitive impairment-but liars who have power are much better at masking or suppressing those telltale signs than liars without power. Physiologically, high-power liars closely resemble truth tellers. Bottom line: Powerful people are more com...Starting at €8.20
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Porsche: The Cayenne Launch
Deighton, John; Avery, Jill; Fear, JeffreyCase HBS-511068-EMarketingCan an online discussion forum supply insight into the evolution of brand meaning? In 2003 Porsche launched a sport utility vehicle, dividing Porsche purists from newcomers to the brand. Vocal members of online and offline Porsche communities ridiculed the Cayenne SUV and disapproved of the new breed of driver. Some opposed offering Porsche Club membership to them, and some even refused to extend the fraternal Porsche "wave" or headlight flashing...Starting at €8.20