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Pilgrim Bank (C): Electronic Billpay, Teaching Note
Frei, Frances X.; Campbell, DennisTeaching Note HBS-608117-EFinanceTeaching Note for [602103].Starting at €0.00
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elBulli: The Taste of Innovation, Teaching Note
Norton, Michael I.; Villanueva, Julian; Wathieu, LucTeaching Note HBS-509055-EMarketingTeaching Note for [509015].Starting at €0.00
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Distribución
Villanueva, Julian; Iniesta, Francisco; Muñoz-Cobo D.Technical Note MN-368MarketingAl lanzar un nuevo producto al mercado o cuando se está diseñando el plan comercial, la estrategia de distribución es de vital importancia. Los entornos cambian al aparecer nuevos competidores, nuevos canales o nuevas demandas de los consumidores. En esta nota se analizan las tendencias en los canales de distribución, las cuestiones a tener en cuenta en su diseño y, finalmente, la gestión.Starting at €8.20
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La anatomía de la difusión
Sánchez, H.; Villanueva, Julian; Nueno, José LuisTechnical Note MN-349MarketingIntroducimos en esta nota la teoría de la difusión de la innovación, a través del enfoque de diferentes curvas de difusión. Explicamos cómo esas formas (y por tanto el resultado de la velocidad de la difusión) dependen de factores relacionados con los productos (ventaja relativa, compatibilidad, complejidad, facilidad de prueba, observabilidad, y riesgo) y del boca en boca generado desde los innovadores hacia los imitadores. Explicando cómo estos...Starting at €8.20
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Mercadona Tech: Separating the shower from the bathtub - Teaching note
Villanueva, Julian; Ferrándiz, LuisTeaching Note MT-61-EInformation Technologies, Marketing, Service and Operations ManagementIn May 2022, Mercadona, along with its e-commerce division, was looking for ways to continue growing. They had developed what was probably the only profitable online supermarket in Spain up to the moment. The hive logistics model was operating in just three cities: Valencia, Madrid, and Barcelona. After six years, the time had come to expand domestically. Mercadona invoiced 510 million euros in e-commerce, but half of those sales (263 million eur...Starting at €0.00
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La respuesta competitiva ante un nuevo entrante
Muñoz-Cobo D.; Villanueva, JulianTechnical Note MN-361MarketingEl objetivo de esta nota técnica es el de apuntar un marco conceptual sobre la posible reacción competitiva del "incumbente" en un mercado ante la entrada de un nuevo competidor. Las empresas, al plantearse la entrada en un nuevo mercado, deben considerar cómo va a reaccionar su futura competencia. Una reacción muy agresiva podría hacer cambiar de idea a los directivos de una empresa que consideran la conveniencia de entrar en un nuevo mercado (p...Starting at €8.20
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Field Service for Corporate Clients (Spanish version)
Frei, Frances X.; Edmondson, Amy C.; Hajim, CoreyCase HBS-606S38Used as part of the first module of a course on Managing Service Operations, which addresses managing the operating role of customers (606-032). Explores the highly successful PC and low-end server manufacturer's entry into the large-scale server market in the United States. A key difference of this new market is the intense service element required to support the larger hardware. Specifically, the industry standard is to have a technician onsite...Starting at €8.20
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Social Media Marketing (SMM)
Ferrándiz, Luis; Fernández-Velilla, Rosa; Villanueva, JulianTechnical Note MN-381-EInformation Technologies, MarketingSince 2006 and with the emergence of Facebook, social media has gone from being a means of entertainment and communication between teens and college students to becoming the place where most people get their information, communicate and interact. Presently, social media is redefining corporate communication and advertising in a way that is often disruptive. According to comScore, 84.4% of European Internet users belong to at least one social net...Starting at €8.20