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E-Public Relations
Villanueva, Julian; Ferrándiz, Luis; Balmaseda, CarmenTechnical Note MN-402MarketingEl concepto de relaciones públicas digitales es relativamente reciente y se define como el uso estratégico y planeado de herramientas y tecnologías basadas en Internet y en los nuevos medios, para construir y mantener un diálogo (comunicación bidireccional) entre la organización y sus públicos. La función de las relaciones públicas (RR. PP.), tal y como la conocíamos, se enfrenta a un nuevo desafío: adaptarse adecuadamente a las nuevas exigencia...Starting at €8.20
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Mercadona Tech: Separating the Shower From the Bathtub
Villanueva, Julian; Ferrándiz, LuisCase M-1396-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 ?510m in e-commerce, but half of those sales (?263m) were done where the ...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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Mercadona Tech: separar la ducha de la bañera
Villanueva, Julian; Ferrándiz, LuisCase M-1396Information Technologies, Marketing, Service and Operations ManagementEn Mayo de 2022 Mercadona, de la mano de su división de e-commerce, estaba considerando cómo seguir creciendo. Hasta ese momento se había desarrollado lo que era probablemente el único supermercado online rentable en España. El modelo logístico de colmenas estaba operando en tan solo tres ciudades: Valencia, Madrid y Barcelona. Después de seis años había llegado el momento de expandirse a nivel nacional. Mercadona facturaba 510 millones de euros ...Starting at €8.20
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Conversion Rate Optimization
Ferrándiz, Luis; Villanueva, Julian; Soldado, PilarTechnical Note MN-389Information Technologies, MarketingEn esta nota se presenta una serie de pautas para aumentar la conversión en un sitio web. Ésta no tiene por qué ser una transacción monetaria, sino que puede tratarse de un registro o de los actos de compartir una noticia, invitar a un amigo, hacerse fan de un club, realizar una descarga, solicitar la prueba de un vehículo, etc. La optimización de un proceso de CRO en un sitio web debe seguir unos pasos estipulados para asegurar su máximo aprovec...Starting at €8.20
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Product
Villanueva, Julian; Osuna, IgnacioTechnical Note MN-387-EInnovation and Change, MarketingConsider the following business decisions: " Santander Bank is considering launching a credit card in Mexico that would double its market share. Regarding the card's characteristics, it is trying to decide between a card with an interest rate 40% lower than the competition's rates and a card with no commission charges. " Pressured by cheaper competitors (primarily white-label brands), Dodot, a diaper brand in the P&G group in Spain, is consider...Starting at €8.20
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Unleashed: The Unapologetic Leader's Guide to Empowering Everyone Around You, 5. Strategy
Frei, Frances X.; Morriss, AnneBook Chapter HBS-1120BC-EFrances Frei and Anne Morriss offer a different worldview on leadership. They argue that popular leadership advice glosses over the most important thing you do as a leader: build others up. Leadership isn't about you. It's about how effective you are at eStarting at €8.20
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Unleashed: The Unapologetic Leader's Guide to Empowering Everyone Around You, 2. Trust
Frei, Frances X.; Morriss, AnneBook Chapter HBS-1117BC-EFrances Frei and Anne Morriss offer a different worldview on leadership. They argue that popular leadership advice glosses over the most important thing you do as a leader: build others up. Leadership isn't about you. It's about how effective you are at eStarting at €8.20
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Unleashed: The Unapologetic Leader's Guide to Empowering Everyone Around You, 4. Belonging
Frei, Frances X.; Morriss, AnneBook Chapter HBS-1119BC-EFrances Frei and Anne Morriss offer a different worldview on leadership. They argue that popular leadership advice glosses over the most important thing you do as a leader: build others up. Leadership isn't about you. It's about how effective you are at eStarting at €8.20
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Unleashed: The Unapologetic Leader's Guide to Empowering Everyone Around You, 6. Culture
Frei, Frances X.; Morriss, AnneBook Chapter HBS-1121BC-EFrances Frei and Anne Morriss offer a different worldview on leadership. They argue that popular leadership advice glosses over the most important thing you do as a leader: build others up. Leadership isn't about you. It's about how effective you are at eStarting at €8.20